Tag Archive for: Communication

New York, NY (April 14th, 2020) – The Chinese language edition of The Agony of Decision: Mental Readiness and Leadership in a Crisis by Helio Fred Garcia has been published by the Posts & Telecom Press, a leading publisher of business and non-fiction titles in China. The publisher has positioned the book as an essential tool for Chinese leaders in all sectors to help restore trust and confidence of stakeholders lost in the COVID-19 pandemic.

“I am thrilled that this edition of The Agony of Decision is available at a moment of unprecedented crisis,” said Garcia. “As the recovery from COVID-19 continues, there is an opportunity to regain trust that has been lost and note the lessons that this pandemic has taught not only China, but the world.”

The Agony of Decision is the first title published by Logos Institute for Crisis Management and Executive Leadership Press in July 2017. The Chinese language title is 从危到机: 危机中的决策之痛与领导之术.

The Chinese edition was translated from English by Xinyin Lu, deputy director, the Institute of Corporate Communication at the Academy of Media and Public Affairs at the Communication University of China and by Dr. Steven Guanpeng Dong, Chair Professor and Dean of the School of Government and Public Affairs at the Communication University of China, the leading Chinese university specializing in journalism, communication, documentary filmmaking, and related disciplines. Dr. Dong also wrote the foreword to the Chinese edition.

You can learn more about the English edition here. The Chinese edition is available as a physical book, an e-book, and an audio book at all major Chinese online markets, including DangdangJDTaobao (Alibaba), and Amazon China.

For media inquiries, please reach out to Maida K. Zheng, [email protected] or at 646-338-0422.

NEW YORK, NY (March 25, 2020) – As the Coronavirus (COVID-19) pandemic worsens, the Logos Institute for Crisis Management and Executive Leadership advises clients to be prepared and vigilant in the seven dimensions of COVID-19.

The unprecedented scope of this crisis makes it difficult to predict what will happen next, and is unlike all others: COVID-19 unlike prior pandemics, natural disasters, and corporate implosions, is a situation that is constantly changing, and fundamentally reshaping the management of response.

“We have reviewed thousands of communications by CEOs, university presidents, NGO executive directors, secretaries general, and public officials,” said Helio Fred Garcia, president of Logos Consulting. “We identified patterns that help leaders and their organizations make smart choices and avoid unnecessary reputational damage and inadvertent self-inflicted harm.”

The unique challenge of COVID-19, Garcia explains, is that “It incorporates seven crises in one,” and he advises leaders across all industries to “be aware of every category that they must address”.

“There’s a danger that a leader might be so focused on any one of the dimensions that he or she will miss the need to address the others,” explained Garcia.


The Seven Dimensions of the COVID-19 Crisis Are:
  • Public Health
  • Business
  • Economic
  • Information
  • Competence of Government
  • Social
  • Mental Health

Media personnel should contact: Maida K. Zheng, [email protected] or 646-338-0422


The Power of Incendiary Language and How to Confront It


Author and leadership communication professor Helio Fred Garcia documents President Donald Trump’s increasingly dangerous rhetoric, from his campaign through the first 2 ½ years in office, and how some lone wolves were motivated by that rhetoric to commit violence, in his new book, WORDS ON FIRE: The Power of Incendiary Language and How to Confront It. Published by Radius Book Group, Words on Fire is scheduled for release on June 30, 2020.

WORDS ON FIRE is about the power of communication to do great harm, and how civic leaders and engaged citizens can hold leaders accountable to prevent such harm. Garcia focuses on the language President Trump uses that conditions an audience to accept, condone, and commit violence against a targeted group, rival, or critic. The book includes a history of such rhetoric and identifies a playbook of twelve forms of communication that typically precede acts of mass violence up to and including genocide. The Nazis used all twelve; the Rwandan Hutu used ten. Trump uses all twelve. Garcia also introduces a new, more accessible name for rhetoric that provokes violence: lone-wolf whistle violence, on the model of “dog whistle” politics, where politicians use coded language that conveys one meaning, usually benign, to most people, but a different meaning to members of a certain group or followers of a certain ideology.

“In my teaching and research, I study patterns: patterns that help leaders enhance competitive advantage, build trust and loyalty, and change the world for the better. I also note patterns that predictably, even if unintentionally, lead to hurt, to harm, and to violence,” said Garcia. “In reflecting on the President’s language, I noticed a pattern: He was using the very same rhetorical techniques that had preceded previous mass murders, including genocides. I worried that, left unchecked, he would continue, with increasingly dire consequences.”

WORDS ON FIRE describes the changes in the nation’s political culture and media that led to Trump’s nomination and presidency. It profiles leaders who dialed back their rhetoric when it was shown to put people’s lives at risk. The book closes with a call to action: We can learn the lessons of today to prepare for tomorrow, to help civic leaders, engaged citizens, journalists, and public officials recognize the phenomenon and take steps to hold other leaders accountable in the future when they use such language.


Advance Praise for Words on Fire

“Language is power, and powerful. It can uplift, or harm. Helio Fred Garcia is an astute student of language and communication. This book offers historic examples, keen insights and valuable advice on recognizing patterns of language that can harm or lead to violence.”

—  Former Pentagon and Department of Homeland Security spokesman, Col. David Lapan, USMC (Ret)

Words on Fire serves as a guiding light during this dark moment in our history. Every American should read this timely, imperative book if we are to save our democracy.”

—  Gold Star Parent and Immigrant American Khizr Khan

“Words On Fire should be mandatory reading and a guide book for every journalist, business school, religious leader, and elected official. Important institutions in our society and culture have the affirmative responsibility to stand up and speak out against the users and use of dangerous language.”

—  James E. Lukaszewski, America’s Crisis Guru®

“This is a highly readable guide to how we can call out and combat Trump’s toxic language and malignant agenda, and push back against the corrosive forces that enable Trumpism and put our country in peril.”

—  Evan Wolfson, Founder, Freedom to Marry

“Garcia, a proven scholar on communication, identifies rhetoric that breeds violence, affirms autocracy, and prompts terrorism as well as critical responses to those developments that serve as antidotes to trouble and strategies for building a more equitable, united world.”

— Rev. Dr. C. Welton Gaddy, President Emeritus, Interfaith Alliance


About the Author

For nearly 40 years Helio Fred Garcia has helped leaders build trust, inspire loyalty, and lead effectively. Garcia is a coach, counselor, teacher, writer, and speaker whose clients include some of the largest and best-known companies and organizations in the world including. He has worked and taught in dozens of countries on six continents.

Since 1988 Garcia has been an adjunct professor of management at the New York University Stern School of Business executive MBA program, where he teaches crisis management and was named Executive MBA Great Professor in 2016. He is an adjunct associate professor of management and communication at NYU School of professional studies where he teaches communication strategy, communication ethics and law, and crisis communication.

Garcia is also an adjunct associate professor of professional development and leadership at Columbia University’s Fu Foundation School of Engineering and Applied Sciences, where he teaches ethics, crisis, and leadership.

He is a senior fellow at the Institute of Corporate Communication at Communication University of China. He is a contract lecturer at the Defense Information School and at the Wharton School, University of Pennsylvania.


Media Contact:

Johanna Ramos-Boyer

JRB Communications, LLC


[email protected]

New York, NY (Nov. 17, 2017) – On Thursday, November 16, 2017, the Logos Institute for Crisis Management & Executive Leadership honored America’s Crisis Guru ®, James E. Lukaszewski with the inaugural Outstanding Leader Award. That evening, nearly 50 communication industry professionals came together to celebrate Lukaszewski’s storied career and contributions to the field.

The Outstanding Leader Award recognizes established industry professionals for their consequential professional achievements that set the aspirational standard for others, and the recipient’s excellence in the use of strategic communication to achieve professional or business objectives with substantial and positive results. Recipients also possess the impressive ability to inspire and empower others through their status as role models, trusted advisors, and visionaries.


“When considering who to honor with our inaugural Outstanding Leader Award, Jim was our immediate first thought,” said Helio Fred Garcia, president of Logos Consulting Group. “Jim has not only set a high standard through his decades of leadership as America’s Crisis Guru, but his scholarship and mentorship of others, including myself, has made a lasting impact on field.”

For more than four decades, Lukaszewski has helped senior leaders facing crisis get through challenges with focus, ethics, and decisive action. President and Chairman of the Board of The Lukaszewski Group Inc., Lukaszewski is a highly regarded leader in crisis management and strategic communication. In addition to advising to those “at the top,” Lukaszewski has also dedicated much of his career to sharing his wisdom and time with students and young professionals only starting their careers. With 13 books and hundreds of articles and monographs authored, his mentorship and leadership influence have easily touched thousands.

“I want to have an important, constructive impact on the lives of people and organizations I help. My ultimate goal in working with other PR professionals or staff members is to help them learn to have happier, successful, and more important and influential lives,” said Lukaszewski. “I’m honored these efforts are recognized by Logos.”

New York, NY (Jan. 4, 2017) – The book, The Power of Communication: Skills to Build Trust, Inspire Loyalty, and Lead Effectively by Helio Fred Garcia, is beginning its fifth year on the Professional Reading List of the Commandant of the United States Marine Corps.

The Commandant’s Professional Reading List was launched in 1989 by then-Commandant Gen. Alfred Gray. The List consists of more than 150 books divided into 19 groups; ten of the groups are rank-specific, nine are in categories such as Leadership, Strategic Thinking, Counterinsurgency, and Aviation. The Power of Communication is one of eight books in the Leadership category.

“I have had the honor of teaching and consulting with Marines and of getting to know them for more than 25 years. In that time, I’ve been impressed with their commitment to training, teaching, and learning,” said Garcia. “The commitment of those at the top to reading, thinking, and reflecting just enhances my view of Marines. I think that would be the case even if my book wasn’t on the list. But it’s an added honor, privilege, and delight for me to know that I can continue to influence Marines and their way of thinking at a distance.”

The books on the Commandant’s Professional Reading List were selected as most pertinent to critical thinking and professional development at each rank. At minimum, three books per year are required to fulfill annual reading criteria for all active duty and reserve Marines, officers and enlisted. The Professional Categories section presents recommended reading for exploration of selected topics.

The Power of Communication is about how leaders can inspire, persuade, and earn the confidence of stakeholders. The books is written primarily for civilian business leaders, but it adapts the leadership principles of the Marine Corps Doctrinal Publication No. 1, Warfighting, as a conceptual framework to help leaders become habitually strategic.

New York, NY (Dec. 14, 2016) – Logos Institute President Helio Fred Garcia was a keynote speaker at the U.S. Air Force Worldwide Public Affairs Conference in Washington, DC on December 6, 2016.

The conference, last held five years ago, is an opportunity for about 300 of the 5,500 U.S. Air Force public affairs officers to hear from commanders about priorities, learn and share best practices, and attend workshops on specific skills.

The four-day conference included presentations from a range of military and civilian speakers, including the commanding general of Air Force Public Affairs, Brigadier General Ed Thomas and the Secretary of the Air Force, the Honorable Deborah Lee James. 

“I’m honored to be one of the speakers,” Garcia said, “I hope the decision criteria Logos developed will guide leaders in the U.S. Air Force through crises and emerge with stakeholders’ trust.”

Garcia has been advising elements of the U.S. military for more than 25 years.  His primary military client is the U.S. Marine Corps, but over the years he has also worked with all branches of the U.S. armed forces through various joint commands.  He is also a contract teacher at the U.S. Defense Information School, in Fort Meade, Maryland, where, among other branches, he teaches Air Force Public Affairs officers.

New York, NY (Oct. 18, 2016) – The Korean language edition of Reputation Management: The Key to Successful Public Relations and Corporate Communication has been published by Alma Books, a publisher based in Seoul, Republic of Korea. The Korean language book title is 명성 경영 전략. The book is co-authored by Logos Institute executive director Helio Fred Garcia and John Doorley.

Reputation Management is a how-to guide for professional communicators and business executives, as well as advanced students in communication. The co-authors’ work is supplemented by contributions by leading practitioners who wrote chapters or supplemental material on their areas of particular expertise.  From Logos Consulting Group these include Anthony Ewing (Corporate Responsibility), Laurel Hart (Social Media), and Raleigh Mayer (sidebar on The Art of the Pitch). The investor relations chapter was jointly written by Helio Fred Garcia and Eugene L. Donati.

“It’s an honor to see the Korean language edition of Reputation Management is published,” said Garcia, “I’m glad that the book will be helpful to leaders and organizations in Korea.”

The English language editions of Reputation Management have been adopted by both graduate and undergraduate programs in dozens of universities around the world.  The book serves as the foundation of the curriculum in New York University’s MS in Public Relations and Corporate Communication.

In 2015 Helio Fred Garcia was one of four international crisis experts to speak in Seoul, Korea to government, corporate, and public health officials in the wake of several major crises that rocked Koreans’ confidence in their leaders. Cosunilbo, Korea’s largest newspaper, hosted the Chosun Issue Forum, Crisis Management in Post-MERS Korea. He was also profiled in ChosunBiz, a weekly business newspaper, on recent crises in Korea and around the world.

The Korean edition can be purchased here.

New York, NY (Sep. 23, 2016) – The Logos Institute for Crisis Management and Executive Leadership is launching a joint intensive crisis response seminar with Communication University of China in Beijing. This will be the first educational initiative jointly offered by, and jointly credentialed by, Logos Institute and a leading university.

Communication University of China is one of the top public universities in China. It is ranked No.1 in media education and ranked No.1 among language universities in China.

Garcia said, “It’s an honor to be in this joint effort. It will be such a great opportunity for Logos Institute to exchange insights around crisis response with a prestigious Chinese university.”

The seminar will be conducted in Beijing on February 22, 23, and 24, by Logos president Helio Fred Garcia, research fellow Iris Wenting Xue, and Dr. Steven Guanpeng Dong, Chair and Dean of Academy of Media and Public Affairs in Communication University of China. The three-day intensive seminar, Best Practices in Crisis Response, will be an opportunity for business, government, NGO, and other leaders in China to learn best practices from a global perspective, and to receive tools, techniques, and insights that can help them more effectively protect their institutions’ reputations and competitive position. All instruction and materials will be in both English and Chinese.

Students receive a Certificate of Completion jointly branded by Communication University of China and the Logos Institute for Crisis Management and Executive Leadership.

More information about the workshop can be found here.

New York, NY (Sept. 29, 2015) – On September 26, 2015, Logos Fellow Kristin Johnson served as a panel moderator for Stupid Cancer’s 2015 OMG! Summit East, in New York City. The OMG! Summit, hosted on both the East and West coasts annually, is one of the most influential and impactful health conferences for the young adult cancer movement worldwide. The Summit is part of several programs hosted by Stupid Cancer, the largest US-based charity that comprehensively addresses young adult cancer.

“I’m excited to be part of a panel that discusses such an important topic,” Johnson noted, “We hope to bring awareness to the public about the significance of sharing one’s cancer experience online, especially among the young adults.”

The panel, “Be Your Best Digital Self,” addressed important considerations, impacts, and outcomes of sharing – or not sharing – one’s cancer experience online. Expert panelists included, Kenny Kane, Co-Founder & COO, Stupid Cancer, Thea Linscott, Board of Directors, Stupid Cancer, and Rachel Becker, LMSW, Senior Manager, Programs, Cancer and Careers.

The panel was well received and will be replicated at the 2015 OMG! Summit West, which is scheduled for Saturday, November 21, in Orange, California at the UC Irvine Medical Center. For details, visit www.omgsummit.org.

Kristin Johnson Kristin Johnson | Bio | Posts
7 Oct 2014 | 5:25PM

A contagious disease – first presenting in several West African countries – is now a pandemic, crossing continents and striking virulent fear in the U.S., Spain and around the world.

  •  The virus incubates.
  •  Victims often do not realize they are infected.
  •  Millions around the world – including those right here in the U.S. – are afflicted. 
  •  There can be deadly consequences. 
  •  I am not referring to Ebola.


The malady I speak of is miscommunication, with side effects including misinformation, confusion and fear that drive outcomes at every level of community response.

Communication – or lack of – is what is arguably at the center of disease control and care. Ebola is no exception. While Ebola is infectious – meaning that it is likely to spread upon exposure – the actual transmission, or contagiousness of the disease, is reportedly low given transmission is from contact with an infected person’s bodily fluids.

Miscommunication, however, is highly contagious and on the rise.

The Spread of Miscommunication

Today, news emerged that a Spanish nurse tested positive for Ebola after minimal exposure. According to a report on NPR quoting Dr. Antonio Alemany, a health official from the regional government of Madrid, the nurse “entered the infected priest’s room twice – once to treat him and once after he died to collect some of his things” and as far as health official know, the nurse “was wearing a protective suit the whole time and didn’t have any accidental contact with him.”

Miscommunication changes everything about what we thought we understood about the spread of the deadly disease, Ebola, and risk management. Fears are now elevated among healthcare workers, governments, media and people around the world because doubt has been cast on what we thought we knew about transmission. If the nurse, suited in protective gear, gets sick after minimal contact with an infected patient, what does that mean for the rest of us? There is no central, trusted authority on this issue to address this question or the many others being raised in the 24-hour news cycle world. The U.S. Centers for Disease and Control (CDC) hasn’t updated the “latest news” portion of its website in more than 48 hours.

Instead, media outlets – competing with each other for viewers and readers – are spitting out puzzle pieces of a larger story in a rush to be the ‘breaking news’ source, which is spreading alarm worldwide. Uncertainly is leading to panic and, in the absence of a clear solution, a public outcry to simply do something – without a clear assessment of actions and outcomes.

Symptoms Rising

The pressure to do something is mounting. Just this morning, there were calls for the resignation of Spain’s health minister, Ana Mato, in response to the “safety lapse” after the nurse’s infection. In the U.S., there are cries to shut down U.S. borders to anyone who has been to West Africa and the White House, which objects to blocking flights from West Africa, is in discussion to appoint CDC staffers to certain airports to screen passengers. Connecticut Governor Dannel Malloy today declared Ebola a public health emergency, signing an order for state health officials to quarantine individuals or groups “exposed to the virus or, worst case, infected.”

According to Sarah Crowe, UNICEF’s chief of crisis communications, in an interview with Columbia Journalism Review online, “It’s all so new that you can’t say that any one organization had figured out protocols. It’s unmapped terrain, whether you’re at it from child protection to precautions for the media.”

While the disease – which brings the prospect of isolation and death – is terrifying, the confusion over risk, containment and care is what truly is driving fear and potentially dangerous, impulse responses. It’s fight or flight, challenging humans’ most basic needs to preserve physiological wellness and safety (Maslow).

While there may be authorities that do fully understand Ebola – including risk, containment and care – it takes coordination on the part of governments, health care institutions, care providers, media and communities to manage the communication. This includes the ability to impart urgency for resources, discipline in safety protocols and transmission risk to vulnerable populations.  It is also of paramount to get the right message to the right audience at the right time. But that is where we, as a world, are struggling.

Some public health specialists now speculate an asymptomatic person infected with Ebola could spread the virus to others. Dr. Philip K. Russell, a virologist who, according to LA Times online, “oversaw Ebola research while heading the U.S. Army’s Medical Research and Development Command, and who later led the government’s massive stockpiling of smallpox vaccine after the Sept. 11 terrorist attacks” acknowledged that we are working with an unknown. According to Dr. Russell, “scientifically, we’re in the middle of the first experiment of multiple, serial passages of Ebola virus in man….God knows what this virus is going to look like. I don’t.”

In Search of a Cure

While statements such as Dr. Russell’s discourage hope of clarity any time soon on the disease management of Ebola, what we do have is a strategy to combat miscommunication: ordered thinking.

Pulling from The Power of Communication, by Helio Fred Garcia, it is important to never confuse means with ends or goals and strategies with tactics. In order to at the very least provide some guidance to a world that is impulsively responding to the terror of uncertainty, a unity of effort on three levels can help foster clarity:

(From The Power of Communication, Chapter 6)

  • Strategy: The strategic level is focused directly on the objective, beginning with the desired outcomes. Define the audience(s) and ask “what do we need people to think, feel, know and do” in order to achieve the goal?
  • Operations: The operational level is focused on anticipating and adapting to the audience(s). The best manner, time, message and messenger should all be considered in this to better address concerns, fears and trust.
  • Tactics: The tactical level is where communication with the audience(s) takes place.

George Bernard Shaw said, “The single biggest problem in communication is the illusion that it has taken place.” The miscommunication pandemic we are dealing with is greater than Ebola.  Why?

Ebola alone is not a global health problem; it is a global health problem because its contagion, containment and care protocols are unclear.

As a result of this uncertainty – a communication problem on many levels – the infections and fear are multiplying.

Among the inconsistency, speculation and chaos surrounding Ebola, the world needs a trusted authority to emerge with calm guidance and a clear message to help address the fear. But among all the uncertainty, it seems only more questions develop.

Today I ask, who will this authority be and, in the absence of a cure, what messages will this person deliver? Do you agree that a communication issue is at the center of this pandemic? Feedback welcome.