World Class Communication How great CEOs win with the public shareholders employees and the media 1st Edition by Virgil Scudder, Ken Scudder, Irene Rosenfeld 1118286979 9781118286975

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ISBN 10: 1118286979 

ISBN 13: 9781118286975

Author: Virgil Scudder, Ken Scudder, Irene B. Rosenfeld

 

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.

World Class Communication How great CEOs win with the public shareholders employees and the media 1st Table of contents:

Part I: The Essentials of Successful Communication

Chapter 1: The Scudder Method

The Key Elements

The Communication Funnel

Headline-Elaborate-Detail

The Path to Being a Great Communicator

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

Finding the Right Brand for You

The CEO’s Presence

Your Look

Public Appearances

Philanthropy and Your Brand

Public Behavior and Brand Impact

Internal Brand and Investor Image

Chapter 3: Active Listening—A Critical Management Tool

Asking the Right Questions

Listening to Advisors

The Price of Not Listening

Voices from Within the Organization

Corporate Culture and Listening

Self-Reflection and Communication

External and Anonymous Voices

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

Understanding Local Business Customs

Organizational Culture

Regional Influences

Chapter 5: Where’s the CCO?

PR’s Direct Reporting to the CEO

The Role of Corporate Public Relations

Collaborating with the Head of Communications

Principles of Effective PR

Chapter 6: Words Matter

Choosing Strong, Clear Language

Avoiding Business Jargon

Preempting Problems with the Right Words

The Lasting Impact of Poor Word Choices

Effective Communication Across Languages

Chapter 7: Be Strong—Apologize

The Risks of Not Apologizing

Delivering the Right Apology

Key Components of an Effective Apology

Part II: Vital Constituencies

Chapter 8: Investors—Handle with Care

Credibility and Transparency

Quarterly Earnings Calls

Emerging Trends and Issues

Investor Days and Annual Meetings

Direct Engagement with Investors

Case Study: The Worst Earnings Call

Chapter 9: Employees—A Vital Audience

The Power of Face-to-Face Communication

Personal Engagement

Leveraging Modern Communication Tools

Case Studies of Effective Employee Communication

Chapter 10: CEOs and Boards—Times Have Changed

The CEO-Board Relationship

Effective Face-to-Face Meetings

Building Influence and Trust

The Value Boards Provide

Part III: The Media Factor

Chapter 11: The News Media—Opportunity and Peril

Expanding Media Opportunities

The Necessity of Media Engagement

Chapter 12: Winning in the Media

Defining Media Success

Controlling the Interview

Navigating Common Traps

Framing Issues Effectively

Preparing Key Messages

Case Study: General Motors

The Importance of Interview Preparation

The Ambush Interview and Press Conferences

Chapter 13: Media Training—A Modern-Day Necessity

Principles of Effective Media Training

Preparing for Positive and Negative Coverage

The Broader Applications of Media Training

Selecting the Right Media Trainer

The CEO’s Role in Media Training

Part IV: Public Appearances

Chapter 14: Public Speaking—Power, Persuasion, and Goodwill

The Continued Importance of Face-to-Face Communication

The Persuasive Power of Public Speaking

Repetition as a Communication Tool

Chapter 15: Winning at the Lectern

The Importance of Variety in Speaking

Physical Presence and Delivery

Overcoming Nervousness

Chapter 16: Fielding Questions—Challenge and Opportunity

The Value of Q&A Sessions

Preparation Strategies

Handling Difficult Questions

Ending a Q&A Effectively

Chapter 17: Speechwriter and Speaker—A Critical Alliance

Understanding the Audience

Crafting Key Messages

The Rehearsal Process

Finding the Right Speechwriter

The Power of Storytelling

Evaluating the Speech’s Impact

Chapter 18: Humor—A Powerful Tool, but Use with Care

The Risks of Using Humor

Connecting Humor to Key Messages

Delivering Jokes Effectively

Part V: The World Outside

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

The Internal and External Benefits of Philanthropy

Finding the Right Philanthropic Partners

Enhancing Corporate Reputation through Philanthropy

Chapter 20: Advocating for Your Company

Collaborating with Trade Associations

The Value of Professional Networks

CEO Involvement in Advocacy

Crafting Advocacy Messages

Part VI: It’s Crunch Time

Chapter 21: Crisis—A CEO’s Supreme Test

Case Studies of Crisis Responses

Types of Crises and Their Implications

Crisis Preparedness and Response Strategies

Media Needs During a Crisis

Post-Crisis Reputation Management

Chapter 22: Hostile Takeovers—The Wolf at the Door

Strategies for Resisting Takeovers

Employee Communication During a Takeover Battle

Navigating Legal and PR Challenges

Chapter 23: Turnarounds—Righting the Ship

Creating a Turnaround Plan

Case Study: Gillette’s Transformation

Implementing and Sustaining Change

Chapter 24: Government Hearings—Be Prepared, Not Flustered

The Challenges of Government Hearings

Strategies for Testifying Effectively

Case Studies: BP and McGwire

Winning in a Congressional Hearing

Epilogue: Are We There Yet?

How Great Leaders Recognize Success

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Virgil Scudder,Ken Scudder,Irene RosenfeldCommunication