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Marine Corps Gazette, Schulze Memorial Essay: “Communication: The Continuation of Policy by Yet Other Means”

December 2013 | Every year the United States Marine Corps commissions an essay that challenges the Marines to perform better in the future. Past Maj. Gen. Richard C. Schulz Memorial Essayists include Jim Webb, later United States Senator, and Gen. Bernard Trainor, later chief military correspondent for the New York Times. Helio Fred Garcia was invited to be the 2013 Schulze essayist. The essay, adapted from The Power of Communication: Skills to Build Trust Inspire Loyalty, and Lead Effectively, exhorts Marines to see their work as winning hearts and minds as well as battles. It was published in the professional journal of the United States Marine Corps, the Marine Corps Gazette.


Strategy & Leadership: “Leadership Communication: Planning for the Desired Reaction”

Volume 40 Issue 6 (2012) | “BP CEO Tony Hayward faced a crowd of reporters on a Venice, Louisiana dock on May 30, 2010, forty days after the company’s Deepwater Horizon oil rig had exploded, killing eleven, injuring dozens and beginning a gusher that pumped five million barrels of crude oil into the Gulf of Mexico. … Hayward’s statement had the opposite of its intended effect.”


Marketing Magnified: “Price and Service Aren’t Enough: Marketers Need to Connect With Costumers on Their Own Terms”

August 2012 | “A year ago, Netflix had a sterling reputation and loyal customers. It had become a leader in the home video rental business by leapfrogging rivals such as Blockbuster and offering an easy-to-use service with easy-to-understand pricing. … But on July 12, customers’ in-boxes contained a note from Netflix.”


Sales and Service Excellence: “Building Trust: Communicate Effectively”

July 2012 | “Two years ago BP CEO Tony Hayward inadvertently got his wish when, in the thick of the Deepwater Horizon disaster, he told the press, ‘I want my life back.’ … It was a massive failure of leadership. And it began with a failure of communication and a failure of discipline.”


Public Relations Strategist: “Crucial Conversations During a Crisis: Q&A with Helio Fred Garcia”

29 June 2012 | “Social media has obliterated the distinction between inside and outside, internal communication and external communication, public and private. Now, more than ever, leaders need to be strategic in how they approach their key audiences. Effectively engaging with key audiences is no longer a nice-to-have quality; it’s a must-have.”


Bloomberg Businessweek: “Déjà Vu, All Over Again”

13 June 2012 | “Apologies to Yogi Berra, but the Sage of the Yankees could have been describing the current state of corporate communications. So far, [2012]’s crop of missteps is eerily familiar, with boards and chief executive officers apparently following the playbooks of some of the worst-handled crises of recent years.”


SmartBlog on Leadership: “Leadership Communication Isn’t About Saying Things; It’s About Taking Change Seriously”

1 June 2012 | “Tony Hayward, then CEO of BP, told the media in 2010 that he wanted his life back. He got it, but not in the way he intended. His quote was part of an ineffective attempt to show he cared about the consequences of the Deepwater Horizon rig explosion.”


FastCompany: “Hijacking Emotion is Key to Engaging Your Audience”

8 May 2012 | “To better appreciate the role of emotion and what it allows an audience to do, we need to take a brief detour into evolutionary biology. The human brain can be understood as three separate brains working in tandem, if not completely integrated with each other.”


International Public Relations Association: “Winning Hearts and Minds at a National Level”

29 April 2012 | “Winning hearts and minds is a necessary leadership skill at all levels: personal, interpersonal, group, large group, national, and multi-national. It’s never easy.”


Strategy & Leadership: “CEO Advisory: Protecting Corporate Reputation in Mass Litigation”

Volume 36 Issue 3 (2008) | Helio Fred Garcia and Anthony Ewing collaborate on a CEO Advisory on mass litigation. Even a company with a strong brand, clear strategy, and respected leadership team may suffer significant reputational harm if it mishandles mass litigation.


Strategy & Leadership: “CEO Advisory: Beware (and Prepare For) the Blogosphere Era”

Volume 35 Issue 6 (2007) | Helio Fred Garcia and Laurel Hart collaborate on a CEO Advisory on then-budding social media. Executive must be ready for the risks — not just the opportunities — of consumer-generated content.


Public Relations Strategist: “Rumor Has It: Understanding and Managing Rumors”

Summer 2007 | “A challenge facing nearly every organization in a crisis is the circulation of rumors that, unaddressed, can cause significant reputational harm — sometimes even more harm than the crisis. Rumors are particularly challenging because it is hard to figure out where a rumor started, how it is building momentum and where it might end.”


The Washington Post: “Presidential Crisis Management”

3 December 2006 | “The first two rules of crisis management are: 1) Think clearly; and 2) Take the pain. Think clearly means define the problem to be solved, and understand the consequences of doing nothing, doing something and doing something more.”


Strategy & Leadership: “Patterns of Disaster”

Volume 34 Issue 3 (2006) | Helio Fred Garcia reviews Will Your Next Mistake be Fatal?: Avoiding the Chain of Mistakes That Can Destroy Your Organization, by Robert E. Mittelstaedt, Jr.


Strategy & Leadership: “Effective Leadership Response to Crisis”

Volume 34 Issue 1 (2006) | “Effective crisis response is a competitive advantage; ineffective crisis response causes a competitive disadvantage, and can even put an enterprise’s existence in jeopardy.”


UU World: “Harnessing Religions in Pursuit of Peace”

March 2003 | “It would be easy to see the problems in Iraq, in Afghanistan, in the attack on the World Trade Center and the Pentagon, in Istanbul, in Bali, in Israel, in Palestine, in Kenya and Tanzania, as caused by religion; to see religion as the root cause of terrorism, organized violence, and aggression here and abroad. Two years ago, I was asked to get involved with Religions for Peace, an organization that has opened my eyes to an alternative view of the healing power of religion[.]”


Crisisnavigator: “Overcoming Typical Organizational Dysfunctions in Managing Crisis Communications”

Volume 2 Issue 8 (2001) | “Much crisis communication is pattern recognition. One of the key tasks of a crisis manager – wherever he or she may reside within an organization’s operation or among its advisors – is to anticipate what will happen next and to redirect resources so that what happens next is more likely positive.”


Crisisnavigator: “Killing Rumors: A 50-Year Old Mathematical Formula Is Key Tool in Managing Crisis Communications”

Volume 2 Issue 1 (2001) | “Every company and organization, at some time or other, faces a crisis that includes rumors. How one deals with rumors, especially in the critical early phases of a crisis, can determine the outcome of the crisis.”


Additional Publications

  • Inward Springs: “Why We Need Less Pluribus and More Unum” (Summer 2002)
  • Corporate Lawyer: “Killing a Rumor” (December 2000)
  • The Law Marketing Portal: “Crisis Communications: A Mathematical Formula for Killing Rumors” (7 August 2000)
  • Public Relations Strategist: “Old-School PR: Public Relations’ Roots in the Classical World (Summer 1998)
  • PRSA New York: “Acing the Orals” (March 1992)
  • PRSA New York: “Stalking the APR: A Game Plan” (February 1992)
  • Public Relations Quarterly: “On War and Strategy: Public Relations Lessons from the Gulf” (Summer 1991)
  • Public Relations Journal: Review of The Executive’s Guide to Handling a Press Interview, by Dick Martin (August 1991)
  • Public Relations Journal: Review of The Journalist and the Murderer (July 1990)
  • Public Relations Journal: “Making the Switch from Investment Banking to IR” (August 1989)
  • Issues Management Newsletter: “Reaching the Elites by Reaching the Masses” (Fall 1989)
  • PR Week: “PR’s License: Telling Truths” (September 1988)
  • PR Week: “Why Larry Speakes was Wrong” (April 1988)
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Posted on: April 18, 2014
Posted by: Laurel

The Power of Communication

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