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Journal cover: Strategy & Leadership

Strategy & Leadership

ISSN: 1087-8572
Incorporates: The Antidote

Online from: 1975

Subject Area: Strategy

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Leadership communications: planning for the desired reaction

Document Information:
Title:Leadership communications: planning for the desired reaction
Author(s):Helio Fred Garcia, (President of the crisis management firm Logos Consulting based in New York ( An adjunct professor of management in NYU's Stern School of Business Executive MBA program and an adjunct associate professor of management and communication in NYU's Master's in Public Relations/Corporate Communication program, he is the author of The Power of Communication: Skills to Build Trust, Inspire Loyalty and Lead Effectively (FT Press/Pearson, 2012))
Citation:Helio Fred Garcia, (2012) "Leadership communications: planning for the desired reaction", Strategy & Leadership, Vol. 40 Iss: 6, pp.42 - 45
Keywords:Change management, Communication management, Crisis management, Effective communications, Imperious leaders, Leadership communications, Stakeholder communication
Article type:Conceptual paper
DOI:10.1108/10878571211278886 (Permanent URL)
Publisher:Emerald Group Publishing Limited

PurposeThe author warns that when corporate leaders misunderstand and mishandle communication in a crisis, there can be existential consequences: customer loyalty can be jeopardized, market share lost to rivals, the ability to achieve key goals compromised, and perhaps a legal position undercut. The article aims to demonstrate how such pitfalls can be avoided.

Design/methodology/approachThe paper explains that effective communication requires mastering a discipline with two key skills – gaining a current and thorough knowledge of the expectations and needs of audience and understanding how to craft a message to achieve a desired reaction.

FindingsThe author proposes and parses a working definition of communication is: “an act of will directed toward a living entity that reacts.”

Research limitations/implicationsCase studies of communications failures are reported.

Practical implicationsOrganizations need defenses against their charismatic leaders.

Originality/valueThe paper provides a guide to how effective leaders communicate with stakeholders by speaking and acting only after thoroughly studying their needs and interests.

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