Virgil Scudder, Ken Scudder

World Class Communication (eBook, PDF)

How Great CEOs Win with the Public, Shareholders, Employees, and the Media

• Format: PDF

Produktbeschreibung

Proven advice for communicating effectively before the media, customers, employees, and investor relations Many executives focus too narrowly on the financial side of their business and neglect the importance of communicating with their employees, the media, and the public. World Class Communication equips you with crisis lessons, procedures, and examples that could help your company save millions of dollars through proper preparation and response. The must-have book every CEO needs, World Class Communication is packed with examples of good and bad handling of countless situations and expert instruction on how to manage them without breaking into a sweat. * Reveals the keys to successful shareholder communication * Tips for winning in the media--every time out * Expert tips for developing powerful public speaking techniques * Discover how to rally employee support and performance through communication There is a great, and often irrational, fear of the media among CEOs, with too few executives truly knowing how to deliver a message effectively in an interview. World Class Communication delivers the necessary tools and techniques you need to communicate your message to your target audience--from shareholder meetings to corporate communications to handling crises.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 240
• Erscheinungstermin: 21. August 2012
• Englisch
• ISBN-13: 9781118286975
• Artikelnr.: 37352296

Autorenporträt

VIRGIL SCUDDER, president of Virgil Scudder & Associates, has trained and counseled heads of major corporations for over thirty years, serving in two dozen countries on five continents. Often referred to as "the dean of media trainers," he is a prolific writer and speaker. From his New York base, he regularly comments on current management issues on his blog and in his quarterly column, "In the C-Suite," which appears in each issue of The Public Relations Strategist. KEN SCUDDER is a writer and communication trainer and consultant. He cofounded Virgil Scudder & Associates in 1990 and, along with having bottom-line responsibility for the office, has conducted media, crisis, and presentation training programs in the U.S., Africa, and Europe.

Inhaltsangabe

Foreword xiii Preface xv Acknowledgments xvii PART I THE ESSENTIALS OF
SUCCESSFUL COMMUNICATION 1 CHAPTER 1 The Scudder Method 3 The Key Elements
4 The Communication Funnel 5 Headline-Elaborate-Detail 8 The Path to Being
a Great Communicator 9 CHAPTER 2 You Are a Brand: Make It the Right One 11
Image5Brand 12 Finding the Right Brand for You 13 The CEO's Presence 13
Your Look 14 Public Appearances 15 Philanthropy and Your Brand 15 Public
Behavior Affects Your Brand 16 Your Internal Brand and Investor Image 17
CHAPTER 3 Active Listening: A Critical Management Tool 19 Asking the Right
Questions 19 Listening to Advisors 20 The Price of Not Listening 21 Voices
from Inside Your Organization 23 Listening Sets Your Corporate Culture 24
Talking, and Listening, to Yourself 24 Hearing the Outside Voices 26
Listening to Anonymous Voices 26 Notes 27 CHAPTER 4 Customs, Culture, and
Language Count: Engage Humbly 29 Learn the Local Business Customs 30 Your
Company's Culture 31 Regional Cultures 33 CHAPTER 5 Where's the CCO? 35 PR
Must Report Directly to the CEO 35 What Does Corporate Public Relations Do?
36 Working with Your Head of Communications 37 Principles of Good PR 39
CHAPTER 6 Words Matter 41 "Strong" versus "Growing Stronger" 41 Lose the
MBA Phrasebook 42 The Right Word Can Preempt Problems 43 The Wrong Words
Last a Lifetime 44 At This Point in Time . . . 44 The Right Words in
Another Language 46 CHAPTER 7 Be Strong: Apologize 49 Dangers of Not
Apologizing 49 Who Should Hear Your Apology? 51 What Should an Apology
Include? 52 Notes 53 PART II VITAL CONSTITUENCIES 55 CHAPTER 8 Investors:
Handle with Care 57 Credibility and Transparency Rule 57 Quarterly Earnings
Calls 58 Emerging Issues and Trends 65 Investor Days 66 The Annual Meeting
67 Face-to-Face Contact 69 The Worst Earnings Call Ever? 69 Notes 70
CHAPTER 9 Employees: A Vital Audience 71 Face-to-Face Is Best 72 The
Personal Touch 73 Using Today's Resources 74 Two Good Small-Scale Examples
75 Note 76 CHAPTER 10 CEOs and Boards: Times Have Changed 77 Successful
Partnership 78 Meeting the Board Face-to-Face 78 Relationships and
Persuasion 79 What Your Board Gives You 80 PART III THE MEDIA FACTOR 83
CHAPTER 11 The News Media: Opportunity and Peril 85 More Places and
Opportunities to Appear 85 You Have to Appear 86 CHAPTER 12 Winning in the
Media 89 How to Judge a Media "Winner" 89 Your Purpose in an Interview 90
Taking Control of the Interview 91 A Common Trap 94 Framing the Issues 95
Preparing Your Messages 96 General Motors Example 98 The Preparation
Process 101 The "Cosmetics" of Being Interviewed 103 The News Conference
105 The Ambush Interview 106 Is It Worth It? 107 Note 108 CHAPTER 13 Media
Training: A Modern Day Necessity 109 Principles of Media Training 110
Preparing for Positives and Negatives 110 Uses Outside of Media Interviews
111 Devote Enough Time to Training 112 Finding the Right Trainer 113 The
CEO's Media Training Session 113 PART IV PUBLIC APPEARANCES 115 CHAPTER 14
Public Speaking: Power, Persuasion, and Good Will 117 Face-to-Face Still
Matters 117 The Power of Public Speaking 118 Use the Pile Driver 119
CHAPTER 15 Winning at the Lectern 121 Variety Is the Spice of Speaking 122
Physicalities of Speaking 124 Regard the Turtle 127 Conquering Nervousness
128 Next Steps 130 CHAPTER 16 Fielding the Questions: Challenge and
Opportunity 131 Why Do Q&A? 131 Preparing for Q&A 132 Making Your Points in
Q&A 133 Handling the Tough Questioner 134 Ending the Q&A 135 CHAPTER 17
Speechwriter and Speaker: A Critical Alliance 137 Analyzing the Audience
138 Your Key Messages 140 Rehearsing the Talk 141 Finding the Right Writer
141 Telling Stories 142 Breaking Some Rules 144 The Post-Mortem 145 Note
146 CHAPTER 18 Humor: A Powerful Tool, but Handle with Care 147 Risks of
Humor 147 Connecting Humor to Your Points 148 The Humorous Style 149
Telling the Joke 150 Note 151 PART V THE WORLD OUTSIDE 153 CHAPTER 19 The
Role of Philanthropy: Doing Well by Doing Good 155 Benefits of Philanthropy
155 External and Internal Benefits 156 Finding Your Philanthropy Partner
157 How Philanthropy Helps Your Corporate Image 158 Notes 159 CHAPTER 20
Advocating for Your Company 161 Working with Trade Associations 161
Benefits of Professional Groups 162 Direct CEO Involvement 163 Your
Advocacy Messages 163 PART VI IT'S CRUNCH TIME 165 CHAPTER 21 Crisis: A
CEO's Supreme Test 167 Similar Incidents, Different Responses, Different
Results 168 Types of Crises 169 Crisis Preparation 171 What to Do When
Crisis Hits 173 What the Media Need 175 What You Must Say in a Crisis 177
The Forgotten Audience in a Crisis 178 After the Crisis 179 CHAPTER 22
Hostile Takeovers: The Wolf at the Door 181 Fighting Goliath 182 Your
Employees during the Battle 182 Communicating and the Legal Side 183
CHAPTER 23 Turnarounds: Righting the Ship 185 The "Plan to Have a Plan" 186
The Gillette Example 187 How They Did It 188 CHAPTER 24 Government
Hearings: Don't Be Nervous. Don't Be Flustered. Be Prepared 191 A Grueling
Ordeal 192 Preparing for the Firing Line 192 The BP Example 193 The McGwire
Example 199 "Winning" in the Hearing 202 EPILOGUE Are We There Yet? Good
Leaders Know the Answer 205 About the Authors 209 Index 211