Post-September 11 George W. Bush Will Be Hard to
Beat.New Business Communication Book Could
Show Kerry How To Fight Back.

Some researchers say that as little as 7 per cent of the communicating we do is verbal. This suggests that it is not so important that Bush often mixes up verb tenses in sentences, spouts malapropisms, and uses empty platitudes. His penchant to inadvertently say the exact opposite of what he means and use words that were never included in the dictionary can have negative impact but are overshadowed by his non-verbal communication.


Bush's delivery when he first entered the White House was flat and uninspiring. However, after September 11, his speaking became increasingly powerful. With the help of speech writers and coaches, he learned to present a confident demeanor that had Americans lining up to follow him as he lead the country into war. He developed a steadier gaze with improved eye contact, and more determined facial expressions and gestures for a public that longed for a stern and forceful leader.


Bush also started to use props, like the bullhorn when he asked for support from search and rescue leaders. While he may not read them, he sometimes carries books to suggest reading and delving into matters, for which he often depends on his support team. These props have given additional strength to his image.


While he may not be magnetic or an inspired speaker, he does appear affable. He also presents an image that suggests he is very approachable, which is a quality followers appreciate in their leader. His effective use of non-nerbal communication will make it difficult for John Kerry, who unlike his running mate, is stiff and humorless.


When it comes to excellent communication, the well-spoken CEO in the new business book, "LouderThan Thunder : A Contemporary Business Parable" demonstrates how understanding of human psychology and the ability to be at ease with an audience enable a speaker to captivate the audience. The CEO tells stories that have a meaningful message and paints word pictures, which establish common ground. Like Bush, the CEO uses good eye contact, but is more articulate. She has a strong track record of using her ability throughout her career to actively listen and observe to achieve professional goals for herself and the company she oversees.


Carol Dunitz, Ph.D. is the author of "Louder Than Thunder." Dunitz is a speaker, writer, producer and consultant who is the principal of The Last Word, a communication and creative services business in Ann Arbor , Michigan . The book is illustrated by award-winning artist Helen Gotlib.

Canterbury & Parkside has published the book. It can be purchased at www.louderthanthunder.com . Books will be available shortly through bookstores and Amazon.com.

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