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284 PART 4: THE LEADER AS A RELATIONSHIP BUILDER
customers, that leaders identify strategic issues and build productive relationships
that help the organization succeed. When active listening spreads throughout a
group, a type of communication referred to as dialogue occurs. Through dialogue,
people discover common ground and together create a shared meaning that enables
them to understand each other and share a view of the world.
Leader communication is purpose-directed, and an important element is per-
suading others to act in ways that achieve goals and accomplish the vision. Four
steps for practicing the art of persuasion are to establish credibility, build goals on
common ground, make your position compelling, and connect with others on an
emotional level. Leaders use rich communication channels, communicate through
stories and metaphors, and rely on informal as well as formal communication. Elec-
tronic communication channels present new challenges for leader communication.
Electronic channels can be very advantageous if used appropriately, but their use in-
creases the potential for communication errors, and these channels are not effective

for complex or sensitive messages. The final point emphasized in this chapter is that
effective communication becomes even more crucial during times of rapid change
and crisis. Four critical skills for communicating in a crisis are to remain calm, be
visible, “get the awful truth out,” and communicate a vision for the future.

Discussion Questions

1. How do you think leadership communication differs from conventional management
communication?
2. If you were to evaluate an organization based on the degree of open communication
climate, what things would you look for? Discuss.
3. A manager in a communication class remarked, “Listening seems like minimal intru-
sion of oneself into the conversation, yet it also seems like more work.” Do you agree
or disagree? Discuss.
4. How does dialogue differ from discussion? Give an example of each from your experience.
5. Some senior executives believe they should rely on written information and com-
puter reports because these yield more accurate data than face-to-face communica-
tions do. Do you agree? Discuss.
6. Why is management by wandering around (MBWA) considered effective communication?
7. If you were to communicate symbolically with your team to create a sense of trust
and team work, what would you do?
8. How do leaders use communication to influence and persuade others? Think of
someone you have known who is skilled in the art of persuasion. What makes this
person an effective communicator?
9. Why is storytelling such a powerful means of communication for a leader? Can you
give examples from your own experience of leaders who have used metaphor and
story? What was the effect on followers?
10. Think about a recent crisis, such as the shootings at Virginia Tech University or the
detection of radiation on British Airways planes, and discuss how you think leaders
handled crisis communication.

Leadership at Work

Listen Like a Professional
The fastest way to become a great listener is to act like a professional listener, such as a
clinical psychologist who uses listening to heal another person. Therapists drop their own