When Every Word Counts

“Buckle up for a fast-paced guide to getting from crisis to calm, from an Army officer who has been in the room–and the bunker.”–Mary Walsh, former producer, CBS 60 Minutes

“The first story that makes sense is the one that takes hold. And once it does, it’s nearly impossible to dislodge. Joe Buccino learned this in Pentagon briefings, corporate crises, and moments where careers hung on what happened next. This book teaches you to fill the vacuum before someone else does. I wish I’d had it when I started studying how narratives spread.”–Linden Dalecki, PhD, professor of marketing, Pittsburg State University

“Joe Buccino is one of the rare leaders whose intellectual range, strategic insight, and human touch combine to produce outsized impact for any organization. He is, at his core, a brilliant mind and an exceptional communicator capable of distilling complexity into clarity. Heed his words: he is a master of his craft with the ability to shape outcomes in complex, high-stakes environments where clarity of thought and precision of messaging are decisive.”–US Army Lieutenant General (retired) Mike Fenzel, member of Johns Hopkins Board of Trustees, member of Council on Foreign Relations, former US Security Coordinator for Israel & Palestinian Authority

“In moments of crisis, Joe’s leadership is unwavering. He is a strategic communicator and professional of the highest caliber. His ability to navigate complex geopolitical issues and articulate a clear, compelling narrative for the Defense Department has been a significant asset to our national security.”–Patrick M. Shanahan, former Deputy Secretary of Defense, acting Secretary of Defense, and CEO of Spirit Aero Systems

“In high-stakes moments, words shape outcomes. Joe Buccino has proven that at the highest levels, and in this book he shows leaders how to do the same.”
–Major General Joseph “Joey” Lestorti, US Army

“I’ve worked alongside Joe Buccino and seen firsthand how he navigates complex communication challenges at the highest levels of corporate leadership. This book reflects who he is: calm, insightful, and direct. A tough-love advisor, he may not always tell you what you want to hear–but he tells you what leaders need to hear.”–Irene Esteves, former executive vice president and chief financial officer of Time Warner Cable, Inc.

“From the E-Ring of the Pentagon to Ukraine to the Middle East, Joe Buccino has been a communications foot soldier in the controversies and crises of administrations both Democratic and Republican. Everything he knows he learned the hard way, which is the only way that counts.”–David Martin, CBS 60 Minutes

Joe Buccino is a 2025 PR Executive of the Year, retired United States Army Colonel, and strategic communications advisor who has operated at the highest levels of military, government, and corporate leadership. He served as a senior communications leader in the Pentagon, advising defense officials during major geopolitical events including the Afghanistan withdrawal and the early days of Russia’s invasion of Ukraine. Today he advises Fortune 500 companies and senior military leaders on crisis communication and reputation. He is a lifelong fan of the New York Mets.

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