World Class Communication – How Great CEOs Win with the Public, Shareholders, Employees and the Media

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