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Informationen zum Autor 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. Klappentext Proven advice for communicating effectively before the media, customers, employees, and investor relationsMany 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 communicationThere 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. Zusammenfassung 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. Inhaltsverzeichnis 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 Image 5 Brand 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" vers...
