The impact of fear becomes particularly evident in a crisis. This book argues that there are three fears every leader has to know – apocalyptic fear, political fear, and private fear. By appealing to these three fears in an adequate manner, a leader’s appeal to fear may serve a constructive purpose in a crisis.

Chapter 1. The Dilemma of Fear.- Chapter 2. Two Stories – One Dilemma. -Chapter 3. Apocalyptic Fear.- Chapter 4. Political Fear.- Chapter 5. Private Fear.- Chapter 6. Dressing up to Address Fear.- Chapter 7. The Virtue of Fear.

“With this seminal work, Norheim and Haga open a new chapter in their ongoing reflection on rhetoric and leadership. The book is directed at any leader and speaker wishing to reflect on the art of speaking well when things are not going so well. This book will enrich not only academics, leaders, and students, but all who are interested in the dynamics of words to use in a crisis.” —Ian Nell, Stellenbosch University, South Africa “This book has become even more important on account of the war and suffering that is currently unfolding before our very eyes in the heart of Europe. ‘If people experience a crisis, the speaker need to name that reality’, the two authors rightly emphasise in this important book. Few have done it better than the Ukrainian President Volodymyr Zelensky. No-one can stay indifferent when President Zelensky speaks, as he quickly rattles any trace of complacency out of his audience. His unconventional, direct rhetoric is also what this book helps us better understand, while at the same time giving us advice and concrete guidelines on how to craft a powerful and effective address, when a minor or major crisis is emerging.” —Bjørn Berge, Deputy Secretary General in the Council of Europe Fear is an inescapable part of how human beings experience reality. The impact of fear becomes particularly evident in a crisis. When a crisis strikes, be it a war, a pandemic, global warming or a financial crisis, leaders are challenged to exercise sound judgement by speaking and acting. This book argues that there are three fears every leader has to know – apocalyptic fear, political fear, and private fear. By appealing to these three fears in an adequate manner, a leader`s appeal to fear may serve a constructive purpose in a crisis. Bård Norheim is Professor of Theology at NLA University College, Norway. Joar Haga is Associate Professor of Church History at VID Specialized University and Associate Professor II of Church History at NLA University College, Norway.

“With this seminal work, Norheim and Haga opens a new chapter in their ongoing reflection on rhetoric and leadership. They argue that an adequate appeal to fear is decisive for a leader who wants to appear credible during a crisis. They describe and explore three kinds of fears – apocalyptic fear, political fear, and private fear. The book is directed at any leader and speaker who wants to reflect on the art of speaking well when things are not going so well. They further offer tools for self-reflection, motifs for critical analysis, and gives advice and guidelines on how to craft a powerful and effective address when a minor or major crisis is emerging, as we all experienced during the Covid-19 pandemic. This book will enrich not only academics and church leaders and students, but all who are interested in the dynamics of words to use in a crisis.” (Ian Nell, Stellenbosch University, South Africa)“This book has become even more important by the war and suffering that iscurrently unfolding before our very eyes in the heart of Europe. It is exactly at times of crisis and war, leaders need to be heard and understood, as well as offer powerful words of inspiration and action. “If people experience a crisis, the speaker need to name that reality,” the two authors rightly emphasis in this important book. Few have done it better than the Ukrainian President Volodymyr Zelensky. In the midst of war, suffering and anxiety, his speeches have been truly inspiring. No-one can stay indifferent when President Zelensky speaks, as he quickly rattles any trace of complacency immediately out of his audience. And through a series of cleverly tailored messages, he has also in a very short period of time been able to muster extraordinary and widespread international support. His unconventional, direct rhetoric is also what this book helps us better understand, while at the same time giving us advice and concrete guidelines on how to craft a powerful and effective address,when a minor or major crisis is emerging.” (Bjørn Berge, Deputy Secretary General in the Council of Europe)

Builds on insights from the authors' previous book The Four Speeches Every Leader Has to Know (Palgrave, 2020) Introduces the three fears-typology, connecting rhetoric studies with leadership studies and political science Provides an interpretative framework for leaders who want to reflect on the ongoing energy and climate crisis