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How learn "CEO-speak" so you can
speak in the boss's language
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4 things to look when you're doing
your research and scoping out the competition
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2 things to identify so you can know
what your boss thinks is important
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Clues to listen for when you attend
high-level meetings
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10 ways to move beyond justifying
your existence to becoming a member of the CEO's team
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The one sure-fire topic that you
must know a lot about if you want to get close to your boss...it's one
of the easiest PR functions to master
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What to do if your bosses are
dumping projects on you without giving you input..and how to make them
understand PR's delicate timetable
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How to make the higher-ups
understand that PR is NOT a tactical position but a strategic one within
the organization
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The best way to negotiate a seat
within the inner circle so everyone understands your philosophy
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How to develop specific, measurable
objectives...so you earn the boss's respect
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Where to start your research
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The biggest mistake you can make
when you try to sell a plan to the boss...forget this crucial step and
all your hard work is for naught
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How to track your media "hits" and
translate them into value the boss can understand
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How to demonstrate the differences
between public relations and marketing
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What to tell the marketing director
who insists you don't need to be at the head table because the PR
function is under his department, and he's already there
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The key to successful execution of
your PR plan...if you don't do this correctly it can shatter your
credibility
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How to make up for lost time when
your competitor's CEO is already the go-to media source
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What to do if the boss hates public
speaking and refuses to do it
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What to do if the boss hates to
write articles or op-ed pieces or refuses to write them
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How to work with other department
heads that are uncooperative...so you can present a united front to the
CEO
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How to respond when the boss says,
"I want to be on the front page of the Wall Street Journal"
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How to tactfully tell the boss
"You're making it hard for me to do my job"...so there are no surprises
at your annual performance review
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What to do when you've tried
everything and you cannot be productive at your job
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What to say when a new boss wants to
mess up an already successful PR plan
