{"product_id":"world-class-communication-isbn-9781118230053","title":"World Class Communication","description":"\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 media—every 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, 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.\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 \u003cp\u003e\u003cb\u003eVIRGIL SCUDDER,\u003c\/b\u003e president of Virgil Scudder \u0026amp; 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 \u003ci\u003eThe Public Relations Strategist.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e KEN SCUDDER\u003c\/b\u003e is a writer and communication trainer and consultant. He cofounded Virgil Scudder \u0026amp; 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.  \u003c\/p\u003e\u003cp\u003eAs the “face” of a company, the CEO has to communicate successfully with diverse audiences. Many people and organizations can have an impact on a company’s fortunes, including shareholders, the media, employees, unions, and government. Not surprisingly, those CEOs who communicate best tend to have the longest tenures and the greatest success on the job. \u003ci\u003eWorld Class Communication\u003c\/i\u003e is a valuable guide for any CEO who wants to win with all audiences. It is also essential reading for any executive who wants to rise through the ranks and for those who help guide their careers.\u003c\/p\u003e \u003cp\u003eFor over thirty years, author and media trainer Virgil Scudder has coached and counseled CEOs from scores of organizations, from their greatest successes to their worst high-profile crises. \u003ci\u003eWorld Class Communication\u003c\/i\u003e captures these lessons and illustrates them with real-life examples drawn from the author’s experiences.  \u003c\/p\u003e\u003cp\u003e Emphasizing the communication responsibilities of the C-Suite—including public speaking, media appearances, internal communication, and investor relations—\u003ci\u003eWorld Class Communication\u003c\/i\u003e explores:  \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eThe effective Scudder Method, and how to apply it successfully to nearly every communication situation\u003c\/li\u003e \u003cli\u003eCultural sensitivity and why it is critical to success in a global economy\u003c\/li\u003e \u003cli\u003eWhy the wrong choice of words can be damaging to a leader’s image and effectiveness\u003c\/li\u003e \u003cli\u003eThe power of an apology and how it sets the stage for healing and moving forward \u003c\/li\u003e \u003cli\u003eWhy communication with investors and employees must be clear, concise, credible, and delivered with confidence\u003c\/li\u003e \u003cli\u003eThe importance of media interviews\/training\u003c\/li\u003e \u003cli\u003eWhy taking questions after a speech builds a bridge between you and your audience and creates goodwill for the company\u003c\/li\u003e \u003cli\u003eHow to handle the inevitable crisis that is often the supreme test of your leadership\u003c\/li\u003e \u003cli\u003eHow to prepare for government hearings, the toughest arena for an executive\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003e Featuring extensive interviews and detailed case studies—including Gillette, BP, Kraft, UPS, and Avon—this book provides examples of best practices and lessons learned to help you optimize your career and your organization’s good standing. Each chapter concludes with a series of tips to show you specific areas that need to be considered in all aspects of leadership communication. \u003c\/p\u003e\u003cp\u003e Communicate clearly, confidently, and memorably with the valuable, real-world instruction found in \u003ci\u003eWorld Class Communication. \u003c\/i\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990508159205,"sku":"NP9781118230053","price":49.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118230053.jpg?v=1761788109","url":"https:\/\/k12savings.com\/products\/world-class-communication-isbn-9781118230053","provider":"K12savings","version":"1.0","type":"link"}