World Class Communication

How Great Ceos Win with the Public, Shareholders, Employees, and the Media
1. Auflage 2012
ISBN: 978-1-118-23005-3
Verlag: Wiley

Buch, Englisch, 218 Seiten, Format (B × H): 157 mm x 235 mm, Gewicht: 503 g

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.

Autoren/Hrsg.

Scudder, Virgil

Scudder, Ken

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations
• Wirtschaftswissenschaften Wirtschaftswissenschaften Literatur für Manager
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations

Inhaltsverzeichnis

Foreword

Preface

Acknowledgments

Part I The Essentials of Successful Communication

Chapter 1 The Scudder Method

The Scudder Method

The Communication Funnel

Headline-Elaborate-Detail

The Path to Being a Great Communicator

Chapter 2 You Are a Brand: Make It the Right One

Image = Brand

Finding the Right Brand for You

The CEO's Presence

Your Look

Public Appearances

Philanthropy and Your Brand

Public Behavior Affects Your Brand

Your Internal Brand and Investor Relations

Chapter 3 Active Listening: A Critical Management Tool

Asking the Right Questions

Listening to Advisors

The Price of Not Listening

Voices from Inside Your Organization

Listening Sets Your Corporate Culture

Talking, and Listening, to Yourself

Hearing the Outside Voices

Listening to Anonymous Voices

Notes

Chapter 4 Customs, Culture, and Language Count: Engage Humbly

Learn the Local Business Customs

Your Company's Culture

Regional Cultures

Chapter 5 Where's the CCO?

PR Must Report Directly to the CEO

What Does Corporate Public Relations Do?

Working with Your Head of Communications

Principles of Good PR

Chapter 6 Words Matter

"Strong" versus "Growing Stronger"

Lose the MBA Phrasebook

The Right Word Avoids Hurting Feelings

The Wrong Words Last a Lifetime

At This Point in Time.

The Right Words in Another Language

Chapter 7 Be Strong: Apologize

Dangers of Not Apologizing

Who Should Hear Your Apology?

What Should an Apology Include?

Notes

Part II Vital Constituencies

Chapter 8 Investors: Handle with Care

Credibility and Transparency Rule

Quarterly Earnings Calls

Emerging Issues and Trends

Investor Days

The Annual Meeting

Face-to-Face Contact

The Worst Earnings Call Ever?

Notes

Chapter 9 Employees: A Vital Audience

Face-to-Face Is Best

The Personal Touch

Using Today's Resources

Two Good Small-Scale Examples

Note

Chapter 10 CEOs and Boards: Times Have Changed

Successful Partnership

Meeting the Board Face-to-Face

Relationships and Persuasion

What Your Board Gives You

Part III The Media Factor

Chapter 11 The News Media: Opportunity and Peril

More Places and Opportunities to Appear

You Have to Appear

Chapter 12 Winning in the Media

How to Judge a Media "Winner"

Your Purpose in an Interview

Taking Control of the Interview

A Common Trap

Framing the Issues

Preparing Your Messages

General Motors Example

The Preparation Process

The "Cosmetics" of Being Interviewed

The News Conference

The Ambush Interview

Is it Worth It?

Chapter 13 Media Training: A Modern Day Necessity

Principles of Media Training

Preparing for Positives and Negatives

Uses Outside of Media Interviews

Devote Enough Time to Training

Finding the Right Trainer

The CEO's Media Training Session

Part IV Public Appearances

Chapter 14 Public Speaking: Power, Persuasion, and Good Will

Face-to-Face Still Matters

The Power of Public Speaking

Use the Pile Driver

Chapter 15 Winning at the Lectern

Variety is the Spice of Speaking

Physicalities of Speaking

Regard the Turtle

Conquering Nervousness

Next Steps

Chapter 16 Fielding the Questions: Challenge and Opportunity

Why Do Q&A?

Preparing for Q&A

Making Your Points in Q&A

Handling the Tough Questioner

Ending the Q&A

Chapter 17 Speechwriter and Speaker: A Critical Alliance

Analyzing the Audience

Your Key Messages

Rehearsing the Talk

Finding the Right Writer

Telling Stories

Breaking Some Rules

The Post-Mortem

Note

Chapter 18 Humor: A Powerful Tool, But Handle with Care

Risks of Humor

Connecting Humor to Your Points

The Humorous Style

Telling the Joke

Part V The World Outside

Chapter 19 The Role of Philanthropy: Doing Well by Doing Good

Benefits of Philanthropy

External and Internal Benefits

Finding Your

Über Autor(innen)

Scudder, Virgil
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.

Scudder, Ken
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.