World Class Communication: How great CEO's win with the public, shareholders, employees, and the media

238 Pages·2012·2.592 MB·English

by  Scudder, Ken, Scudder, Virgil

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World Class Communication
ffirs 9August2012;13:52:52
ffirs 9August2012;13:52:52
World Class
Communication
How Great CEOs Win
with the Public, Shareholders,
Employees, and the Media
VIRGIL SCUDDER
with KEN SCUDDER
John Wiley & Sons, Inc.
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Copyrightª2012byVirgilScudder&Associates,Inc.Allrightsreserved.
PublishedbyJohnWiley&Sons,Inc.,Hoboken,NewJersey.
PublishedsimultaneouslyinCanada.
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LibraryofCongressCataloging-in-PublicationData:
Scudder,Virgil,1950-
Worldclasscommunication:howgreatCEOswinwiththepublic,shareholders,
employees,andthemedia/VirgilScudderwithKenScudder.
p.cm.
Includesbibliographicalreferencesandindex.
ISBN978-1-118-23005-3(cloth);ISBN978-1-118-28697-5(ebk);
ISBN978-1-118-28302-8(ebk);ISBN978-1-118-28297-7(ebk)
1. Communicationinmanagement. 2. Communicationinorganizations.
3. Publicrelations. I. Scudder,Ken. II. Title.
HD30.3.S392012
658.405—dc23
2012022660
PrintedintheUnitedStatesofAmerica
10 9 8 7 6 5 4 3 2 1
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Tomyfamily: Susan,Ken,Kat,Nicholas, andRyann, whohave
supported and encouraged me every step of the way.
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ffirs 9August2012;13:52:52
Contents
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
vii
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viii Contents
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
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