Leadership communication depends on the ability to project a positive image, or more specifically, a positive ethos, inside an organization and outside. Ethos refers to qualities of greater depth and substance. First Image and Charisma used to describe leaders, it embodies “image” in that an audience makes judgments about the manager initially on mostly superficial perceptions. But Charisma is another term often used to describe someone who has ability to persuade others and move an audience. Both image and charisma can be used to describe leaders, Projecting a positive ethos, should seek in mastering leadership communication. A positive ethos will take managers to effective communication. Successful leadership communication depends on projecting a positive ethos. For an audience to view leaders as credible, they must perceive them as knowledgeable, authoritative, confident, honest, and trustworthy. Leaders can achieve the first two through hard work and position. In addition, the positive ethos, leaders need to know how others perceive them. Emotional intelligence is the capacity to understand one’s own emotions and those of other people. Finally body language to attempting the self better, the prospective leader should solicit honest feedback from others. Self-exploration and some sought-after honest feedback from others will bring the signals others send back to us either in their words or, in their body language and their actions. They can create believers in their message.