World Class Communication: How Great CEOs Win with the Public, Shareholders, Employees, and the Media -- Copyright -- Contents -- Foreword -- Preface -- Acknowledgments -- Part I: The Essentials of Successful Communication -- Chapter 1: The Scudder Method -- The Key Elements -- The Communication Funnel -- Headline-Elaborate-Detail -- The Path to Being a Great Communicator -- Chapter 2: You Are a Brand: Make It the Right One -- Image=Brand -- Finding the Right Brand for You -- The CEO's Presence -- Your Look -- Public Appearances -- Philanthropy and Your Brand -- Public Behavior Affects Your Brand -- Your Internal Brand and Investor Image -- Chapter 3: Active Listening: A Critical Management Tool -- Asking the Right Questions -- Listening to Advisors -- The Price of Not Listening -- Voices from Inside Your Organization -- Listening Sets Your Corporate Culture -- Talking, and Listening, to Yourself -- Hearing the Outside Voices -- Listening to Anonymous Voices -- Notes -- Chapter 4: Customs, Culture, and Language Count: Engage Humbly -- Learn the Local Business Customs -- Your Company's Culture -- Regional Cultures -- Chapter 5: Where's the CCO? -- PR Must Report Directly to the CEO -- What Does Corporate Public Relations Do? -- Working with Your Head of Communications -- Principles of Good PR -- Chapter 6: Words Matter -- "Strong" versus "Growing Stronger" -- Lose the MBA Phrasebook -- The Right Word Can Preempt Problems -- The Wrong Words Last a Lifetime -- At This Point in Time . . . -- The Right Words in Another Language -- Chapter 7: Be Strong: Apologize -- Dangers of Not Apologizing -- Who Should Hear Your Apology? -- What Should an Apology Include? -- Notes -- Part II: Vital Constituencies -- Chapter 8: Investors: Handle with Care -- Credibility and Transparency Rule -- Quarterly Earnings Calls -- Preparing for the Call -- The Q&A.

Writing the Opening -- Earnings News Release -- Emerging Issues and Trends -- Investor Days -- The Annual Meeting -- Face-to-Face Contact -- The Worst Earnings Call Ever? -- Notes -- Chapter 9: Employees: A Vital Audience -- Face-to-Face Is Best -- The Personal Touch -- Using Today's Resources -- Two Good Small-Scale Examples -- Note -- Chapter 10: CEOs and Boards: Times Have Changed -- Successful Partnership -- Meeting the Board Face-to-Face -- Relationships and Persuasion -- What Your Board Gives You -- Part III: The Media Factor -- Chapter 11: The News Media: Opportunity and Peril -- More Places and Opportunities to Appear -- You Have to Appear -- Chapter 12: Winning in the Media -- How to Judge a Media "Winner" -- Your Purpose in an Interview -- Taking Control of the Interview -- A Common Trap -- Framing the Issues -- Preparing Your Messages -- General Motors Example -- The Preparation Process -- The "Cosmetics" of Being Interviewed -- The News Conference -- The Ambush Interview -- Is It Worth It? -- Note -- Chapter 13: Media Training: A Modern Day Necessity -- Principles of Media Training -- Preparing for Positives and Negatives -- Uses Outside of Media Interviews -- Devote Enough Time to Training -- Finding the Right Trainer -- The CEO's Media Training Session -- Part IV: Public Appearances -- Chapter 14: Public Speaking: Power, Persuasion, and Good Will -- Face-to-Face Still Matters -- The Power of Public Speaking -- Use the Pile Driver -- Chapter 15: Winning at the Lectern -- Variety Is the Spice of Speaking -- Pace -- Pitch -- Volume -- Pauses -- Physicalities of Speaking -- Eye Contact -- Gesturing -- Interpreting and Flavoring -- Regard the Turtle -- Conquering Nervousness -- Next Steps -- Chapter 16: Fielding the Questions: Challenge and Opportunity -- Why Do Q&A? -- Preparing for Q&A -- Making Your Points in Q&A.

Handling the Tough Questioner -- Ending the Q&A -- Chapter 17: Speechwriter and Speaker: A Critical Alliance -- Analyzing the Audience -- Your Key Messages -- Rehearsing the Talk -- Finding the Right Writer -- Telling Stories -- Breaking Some Rules -- The Post-Mortem -- Note -- Chapter 18: Humor: A Powerful Tool, but Handle with Care -- Risks of Humor -- Connecting Humor to Your Points -- The Humorous Style -- Telling the Joke -- Note -- Part V: The World Outside -- Chapter 19: The Role of Philanthropy: Doing Well by Doing Good -- Benefits of Philanthropy -- External and Internal Benefits -- Finding Your Philanthropy Partner -- How Philanthropy Helps Your Corporate Image -- Notes -- Chapter 20: Advocating for Your Company -- Working with Trade Associations -- Benefits of Professional Groups -- Direct CEO Involvement -- Your Advocacy Messages -- Part VI: It's Crunch Time -- Chapter 21: Crisis: A CEO's Supreme Test -- Similar Incidents, Different Responses, Different Results -- Types of Crises -- Crisis Preparation -- What to Do When Crisis Hits -- What the Media Need -- What You Must Say in a Crisis -- The Forgotten Audience in a Crisis -- After the Crisis -- Chapter 22: Hostile Takeovers: The Wolf at the Door -- Fighting Goliath -- Your Employees during the Battle -- Communicating and the Legal Side -- Chapter 23: Turnarounds: Righting the Ship -- The "Plan to Have a Plan" -- The Gillette Example -- How They Did It -- Chapter 24: Government Hearings: Don't Be Nervous. Don't Be Flustered. Be Prepared. -- A Grueling Ordeal -- Preparing for the Firing Line -- The BP Example -- The McGwire Example -- "Winning" in the Hearing -- Epilogue: Are We There Yet? Good Leaders Know the Answer -- About the Authors -- Index.