{"product_id":"world-class-communication-9781118230053","title":"World Class Communication","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eProven advice for communicating effectively before the media, customers, employees, and investor relations\u003c\/b\u003e  \u003cp\u003eMany 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. \u003ci\u003eWorld Class Communication\u003c\/i\u003e 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, \u003ci\u003eWorld Class Communication\u003c\/i\u003e 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eReveals the keys to successful shareholder communication\u003c\/li\u003e \u003cli\u003eTips for winning in the mediaevery time out\u003c\/li\u003e \u003cli\u003eExpert tips for developing powerful public speaking techniques\u003c\/li\u003e \u003cli\u003eDiscover how to rally employee support and performance through communication\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThere is a great\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eForeword xiii\u003c\/p\u003e \u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Essentials of Successful Communication 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The Scudder Method 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Key Elements 4\u003c\/p\u003e \u003cp\u003eThe Communication Funnel 5\u003c\/p\u003e \u003cp\u003eHeadline-Elaborate-Detail 8\u003c\/p\u003e \u003cp\u003eThe Path to Being a Great Communicator 9\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 You Are a Brand: Make It the Right One 11\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eImage 5 Brand 12\u003c\/p\u003e \u003cp\u003eFinding the Right Brand for You 13\u003c\/p\u003e \u003cp\u003eThe CEO’s Presence 13\u003c\/p\u003e \u003cp\u003eYour Look 14\u003c\/p\u003e \u003cp\u003ePublic Appearances 15\u003c\/p\u003e \u003cp\u003ePhilanthropy and Your Brand 15\u003c\/p\u003e \u003cp\u003ePublic Behavior Affects Your Brand 16\u003c\/p\u003e \u003cp\u003eYour Internal Brand and Investor Image 17\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Active Listening: A Critical Management Tool 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAsking the Right Questions 19\u003c\/p\u003e \u003cp\u003eListening to Advisors 20\u003c\/p\u003e \u003cp\u003eThe Price of Not Listening 21\u003c\/p\u003e \u003cp\u003eVoices from Inside Your Organization 23\u003c\/p\u003e \u003cp\u003eListening Sets Your Corporate Culture 24\u003c\/p\u003e \u003cp\u003eTalking, and Listening, to Yourself 24\u003c\/p\u003e \u003cp\u003eHearing the Outside Voices 26\u003c\/p\u003e \u003cp\u003eListening to Anonymous Voices 26\u003c\/p\u003e \u003cp\u003eNotes 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Customs, Culture, and Language Count: Engage Humbly 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearn the Local Business Customs 30\u003c\/p\u003e \u003cp\u003eYour Company’s Culture 31\u003c\/p\u003e \u003cp\u003eRegional Cultures 33\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Where’s the CCO? 35\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePR Must Report Directly to the CEO 35\u003c\/p\u003e \u003cp\u003eWhat Does Corporate Public Relations Do? 36\u003c\/p\u003e \u003cp\u003eWorking with Your Head of Communications 37\u003c\/p\u003e \u003cp\u003ePrinciples of Good PR 39\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Words Matter 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“Strong” versus “Growing Stronger” 41\u003c\/p\u003e \u003cp\u003eLose the MBA Phrasebook 42\u003c\/p\u003e \u003cp\u003eThe Right Word Can Preempt Problems 43\u003c\/p\u003e \u003cp\u003eThe Wrong Words Last a Lifetime 44\u003c\/p\u003e \u003cp\u003eAt This Point in Time 44\u003c\/p\u003e \u003cp\u003eThe Right Words in Another Language 46\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Be Strong: Apologize 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDangers of Not Apologizing 49\u003c\/p\u003e \u003cp\u003eWho Should Hear Your Apology? 51\u003c\/p\u003e \u003cp\u003eWhat Should an Apology Include? 52\u003c\/p\u003e \u003cp\u003eNotes 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Vital Constituencies 55\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Investors: Handle with Care 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCredibility and Transparency Rule 57\u003c\/p\u003e \u003cp\u003eQuarterly Earnings Calls 58\u003c\/p\u003e \u003cp\u003eEmerging Issues and Trends 65\u003c\/p\u003e \u003cp\u003eInvestor Days 66\u003c\/p\u003e \u003cp\u003eThe Annual Meeting 67\u003c\/p\u003e \u003cp\u003eFace-to-Face Contact 69\u003c\/p\u003e \u003cp\u003eThe Worst Earnings Call Ever? 69\u003c\/p\u003e \u003cp\u003eNotes 70\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Employees: A Vital Audience 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFace-to-Face Is Best 72\u003c\/p\u003e \u003cp\u003eThe Personal Touch 73\u003c\/p\u003e \u003cp\u003eUsing Today’s Resources 74\u003c\/p\u003e \u003cp\u003eTwo Good Small-Scale Examples 75\u003c\/p\u003e \u003cp\u003eNote 76\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 CEOs and Boards: Times Have Changed 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSuccessful Partnership 78\u003c\/p\u003e \u003cp\u003eMeeting the Board Face-to-Face 78\u003c\/p\u003e \u003cp\u003eRelationships and Persuasion 79\u003c\/p\u003e \u003cp\u003eWhat Your Board Gives You 80\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III the Media Factor 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 The News Media: Opportunity and Peril 85\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMore Places and Opportunities to Appear 85\u003c\/p\u003e \u003cp\u003eYou Have to Appear 86\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Winning in the Media 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow to Judge a Media “Winner” 89\u003c\/p\u003e \u003cp\u003eYour Purpose in an Interview 90\u003c\/p\u003e \u003cp\u003eTaking Control of the Interview 91\u003c\/p\u003e \u003cp\u003eA Common Trap 94\u003c\/p\u003e \u003cp\u003eFraming the Issues 95\u003c\/p\u003e \u003cp\u003ePreparing Your Messages 96\u003c\/p\u003e \u003cp\u003eGeneral Motors Example 98\u003c\/p\u003e \u003cp\u003eThe Preparation Process 101\u003c\/p\u003e \u003cp\u003eThe “Cosmetics” of Being Interviewed 103\u003c\/p\u003e \u003cp\u003eThe News Conference 105\u003c\/p\u003e \u003cp\u003eThe Ambush Interview 106\u003c\/p\u003e \u003cp\u003eIs It Worth It? 107\u003c\/p\u003e \u003cp\u003eNote 108\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Media Training: A Modern Day Necessity 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePrinciples of Media Training 110\u003c\/p\u003e \u003cp\u003ePreparing for Positives and Negatives 110\u003c\/p\u003e \u003cp\u003eUses Outside of Media Interviews 111\u003c\/p\u003e \u003cp\u003eDevote Enough Time to Training 112\u003c\/p\u003e \u003cp\u003eFinding the Right Trainer 113\u003c\/p\u003e \u003cp\u003eThe CEO’s Media Training Session 113\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Public Appearances 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Public Speaking: Power, Persuasion, and Good Will 117\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFace-to-Face Still Matters 117\u003c\/p\u003e \u003cp\u003eThe Power of Public Speaking 118\u003c\/p\u003e \u003cp\u003eUse the Pile Driver 119\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Winning at the Lectern 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eVariety Is the Spice of Speaking 122\u003c\/p\u003e \u003cp\u003ePhysicalities of Speaking 124\u003c\/p\u003e \u003cp\u003eRegard the Turtle 127\u003c\/p\u003e \u003cp\u003eConquering Nervousness 128\u003c\/p\u003e \u003cp\u003eNext Steps 130\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16 Fielding the Questions: Challenge and Opportunity 131\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Do Q\u0026amp;A? 131\u003c\/p\u003e \u003cp\u003ePreparing for Q\u0026amp;A 132\u003c\/p\u003e \u003cp\u003eMaking Your Points in Q\u0026amp;A 133\u003c\/p\u003e \u003cp\u003eHandling the Tough Questioner 134\u003c\/p\u003e \u003cp\u003eEnding the Q\u0026amp;A 135\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17 Speechwriter and Speaker: A Critical Alliance 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAnalyzing the Audience 138\u003c\/p\u003e \u003cp\u003eYour Key Messages 140\u003c\/p\u003e \u003cp\u003eRehearsing the Talk 141\u003c\/p\u003e \u003cp\u003eFinding the Right Writer 141\u003c\/p\u003e \u003cp\u003eTelling Stories 142\u003c\/p\u003e \u003cp\u003eBreaking Some Rules 144\u003c\/p\u003e \u003cp\u003eThe Post-Mortem 145\u003c\/p\u003e \u003cp\u003eNote 146\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18 Humor: A Powerful Tool, but Handle with Care 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRisks of Humor 147\u003c\/p\u003e \u003cp\u003eConnecting Humor to Your Points 148\u003c\/p\u003e \u003cp\u003eThe Humorous Style 149\u003c\/p\u003e \u003cp\u003eTelling the Joke 150\u003c\/p\u003e \u003cp\u003eNote 151\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V the World Outside 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19 The Role of Philanthropy: Doing Well by Doing Good 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBenefits of Philanthropy 155\u003c\/p\u003e \u003cp\u003eExternal and Internal Benefits 156\u003c\/p\u003e \u003cp\u003eFinding Your Philanthropy Partner 157\u003c\/p\u003e \u003cp\u003eHow Philanthropy Helps Your Corporate Image 158\u003c\/p\u003e \u003cp\u003eNotes 159\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 20 Advocating for Your Company 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWorking with Trade Associations 161\u003c\/p\u003e \u003cp\u003eBenefits of Professional Groups 162\u003c\/p\u003e \u003cp\u003eDirect CEO Involvement 163\u003c\/p\u003e \u003cp\u003eYour Advocacy Messages 163\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VI It’s Crunch Time 165\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 21 Crisis: A CEO’s Supreme Test 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSimilar Incidents, Different Responses, Different Results 168\u003c\/p\u003e \u003cp\u003eTypes of Crises 169\u003c\/p\u003e \u003cp\u003eCrisis Preparation 171\u003c\/p\u003e \u003cp\u003eWhat to Do When Crisis Hits 173\u003c\/p\u003e \u003cp\u003eWhat the Media Need 175\u003c\/p\u003e \u003cp\u003eWhat You Must Say in a Crisis 177\u003c\/p\u003e \u003cp\u003eThe Forgotten Audience in a Crisis 178\u003c\/p\u003e \u003cp\u003eAfter the Crisis 179\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 22 Hostile Takeovers: The Wolf at the Door 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFighting Goliath 182\u003c\/p\u003e \u003cp\u003eYour Employees during the Battle 182\u003c\/p\u003e \u003cp\u003eCommunicating and the Legal Side 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 23 Turnarounds: Righting the Ship 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe “Plan to Have a Plan” 186\u003c\/p\u003e \u003cp\u003eThe Gillette Example 187\u003c\/p\u003e \u003cp\u003eHow They Did It 188\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 24 Government Hearings: Don’t Be Nervous. Don’t Be Flustered. Be Prepared. 191\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Grueling Ordeal 192\u003c\/p\u003e \u003cp\u003ePreparing for the Firing Line 192\u003c\/p\u003e \u003cp\u003eThe BP Example 193\u003c\/p\u003e \u003cp\u003eThe McGwire Example 199\u003c\/p\u003e \u003cp\u003e“Winning” in the Hearing 202\u003c\/p\u003e \u003cp\u003eEPILOGUE Are We There Yet? Good Leaders Know the Answer 205\u003c\/p\u003e \u003cp\u003eAbout the Authors 209\u003c\/p\u003e \u003cp\u003eIndex 211\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406842274135,"sku":"9781118230053","price":30.39,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118230053.jpg?v=1730497307","url":"https:\/\/bookcurl.com\/products\/world-class-communication-9781118230053","provider":"Book Curl","version":"1.0","type":"link"}