"As this new, modern war unfolds, it has become inarguable that the weapon of speech craft is among the most powerful in the military arsenal," writes PR counselor Fraser Seitel, who examines the rhetorical techniques in speeches by George Bush, Tony Blair and Osama Bin Laden. "CEOs and communicators alike can learn from the skillful ways that Bush, our allies and even adversaries have used the content of their speeches to further their objectives," he writes.