Put your best face forward.
12/10/2001
"CEOs under fire; plunging share prices; loss of investor confidence; sacking senior executives; revolving boardroom doors; failing to tell or sell convincing stories…" These are just a few of the frightening scenarios found in everyday corporate life. This European-flavored guide to fighting back is full of smart talk and tools that can apply to many companies, particularly ones operating across cultures. Crisis response, for example, should not consist of the typical "duck and cover" technique but of a seven-step procedure: candor, explanation, declaration, contrition, consultation, commitment, and restitution. The practical ideas outlined in the book emphasize proactivity in everything from strategic communications in the electronic age, to corporate branding, and coping with mergers.