The Scudder method -- You are a brand: make it the right one -- Active listening: a critical management tool -- Customs, culture, and language count: engage humbly -- Where's the CCO? -- Words matter -- Be strong: apologize -- Investors: handle with care -- Employees: a vital audience -- CEOs and boards: times have changed -- The news media: opportunity and peril -- Winning in the media -- Media training: a modern day necessity -- Public speaking: power, persuasion, and good will -- Winning at the lectern -- Fielding the questions: challenge and opportunity -- Speechwriter and speaker: a critical alliance -- Humor: a powerful tool, but handle with care -- The role of philanthropy: doing well by doing good -- Advocating for your company -- Crisis: a CEOs supreme test -- Hostile takeovers: the wolf at the door -- Turnarounds: righting the ship -- Government hearings: don't be nervous. don't be flustered. be prepared

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