World Class Communication

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 Outside of Media Interviews 111 Devote Enough Time to Training 112 Finding the Right Trainer 113 The CEO's Media Training Session 113 PART IV PUBLIC APPEARANCES 115 CHAPTER 14 Public Speaking: Power, Persuasion, and Good Will 117 Face-to-Face Still Matters 117 The Power of Public Speaking 118 Use the Pile Driver 119 CHAPTER 15 Winning at the Lectern 121 Variety Is the Spice of Speaking 122 Physicalities of Speaking 124 Regard the Turtle 127 Conquering Nervousness 128 Next Steps 130 CHAPTER 16 Fielding the Questions: Challenge and Opportunity 131 Why Do Q&A? 131 Preparing for Q&A 132 Making Your Points in Q&A 133 Handling the Tough Questioner 134 Ending the Q&A 135 CHAPTER 17 Speechwriter and Speaker: A Critical Alliance 137 Analyzing the Audience 138 Your Key Messages 140 Rehearsing the Talk 141 Finding the Right Writer 141 Telling Stories 142 Breaking Some Rules 144 The Post-Mortem 145 Note 146 CHAPTER 18 Humor: A Powerful Tool, but Handle with Care 147 Risks of Humor 147 Connecting Humor to Your Points 148 The Humorous Style 149 Telling the Joke 150 Note 151 PART V THE WORLD OUTSIDE 153 CHAPTER 19 The Role of Philanthropy: Doing Well by Doing Good 155 Benefits of Philanthropy 155 External and Internal Benefits 156 Finding Your Philanthropy Partner 157 How Philanthropy Helps Your Corporate Image 158 Notes 159 CHAPTER 20 Advocating for Your Company 161 Working with Trade Associations 161 Benefits of Professional Groups 162 Direct CEO Involvement 163 Your Advocacy Messages 163 PART VI IT'S CRUNCH TIME 165 CHAPTER 21 Crisis: A CEO's Supreme Test 167 Similar Incidents, Different Responses, Different Results 168 Types of Crises 169 Crisis Preparation 171 What to Do When Crisis Hits 173 What the Media Need 175 What You Must Say in a Crisis 177 The Forgotten Audience in a Crisis 178 After the Crisis 179 CHAPTER 22 Hostile Takeovers: The Wolf at the Door 181 Fighting Goliath 182 Your Employees during the Battle 182 Communicating and the Legal Side 183 CHAPTER 23 Turnarounds: Righting the Ship 185 The "Plan to Have a Plan" 186 The Gillette Example 187 How They Did It 188 CHAPTER 24 Government Hearings: Don't Be Nervous. Don't Be Flustered. Be Prepared 191 A Grueling Ordeal 192 Preparing for the Firing Line 192 The BP Example 193 The McGwire Example 199 "Winning" in the Hearing 202 EPILOGUE Are We There Yet? Good Leaders Know the Answer 205 About the Authors 209 Index 211