World Class Communication - How Great Ceos Win With Public, Shareholders, Employees, Media

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...

List of contents

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 Outsid

Product details

• Authors: Ken Scudder, V Scudder, Virgi Scudder, Virgil Scudder, Virgil Scudder Scudder, Scudder Ken, Scudder Virgil
• Assisted by: Irene B. Rosenfeld (Foreword)
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 19.10.2012
• EAN: 9781118230053
• ISBN: 978-1-118-23005-3
• No. of pages: 240
• Subjects: Social sciences, law, business > Business > Management; Management, Kommunikation, Business & management, Wirtschaft u. Management, Communication & Media Studies, Kommunikation u. Medienforschung, Spezialthemen Wirtschaft u. Management, Business & Management Special Topics, Öffentlichkeitsarbeit u. Werbung, Public Relations & Advertising