Sergeant PR for Humans

How business leaders tell powerful stories
Erscheinungsjahr 2019
ISBN: 978-1-78860-056-9
Verlag: Practical Inspiration Publishing
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 192 Seiten, EPUB3

*SHORT-LISTED FOR THE BUSINESS BOOK AWARDS 2020!*


“There is no strategy without a story. There is no story without the main character. The main character is you.”





PR for Humans is for pure-of-heart storytellers who want to cut through the noise and the nonsense. It brings together the essential and timeless principles of effective leadership communication.





Belief. Clarity. Opinion. Energy. Context. Time. Humility. Imagery.





Why are these things so important? Why do most people in PR and ‘communications’ not even talk about them? Why is PR for Humans even more important in the age of A.I.?


 


In this fresh and energetic guide, former BBC correspondent Mike Sergeant draws on twenty years of frontline experience to reveal the secrets that every CEO, partner, board member, PR director and business leader needs to know.





The principles and techniques he sets out in this book will help you deliver more powerful speeches, presentations, media interviews, videos, podcasts and blogs.





They are the rocket fuel for your business and your career.

Autoren/Hrsg.

Sergeant, Mike

Inhaltsverzeichnis

This Book


INTRODUCTION


The Awakening. The Billionaire. Stories Begin. Stories Accelerate.


My Stories. What Even Is PR? On Reputation. PR for Humans.


PART 1: FINDING YOUR STORY – PRINCIPLES


1. Belief


Believe in Something. Be a Hedgehog. Connect.


2. Clarity


Seek Clarity. Fire One Arrow. Soar and Dive.


3. Opinion


Take a View. Stop Being the Accountant. Watch Your


Personal Space.


4. Energy


Energise. Seek Influence. Fear the Dark Side.


5. Context


Get off Your Island. Draw Concentric Circles. Put the


Customer in the Middle. Find Allies.


6. Time


Root Yourself. Reach Back for Your Company Story.


Be Present. Lead Your Company’s Action. Be the Future.


Describe Your Company’s Future. Past, Present, Future.


Control Time.


7. Humility


Be Humble. Understand the Storyteller’s Paradox. Solve


Someone’s Problem. Want Something. Be Funny.


Be the Coach. Listen. Pause.


8. Imagery


Use Metaphor. Use Words, but Think in Pictures.


Use Numbers Imaginatively. Create Moments.


PART 2: TELLING YOUR STORY – TECHNIQUES 


1. Speeches 


Make It Personal. Find an Argument. Put TED to Bed.


Start Strong. Finish Stronger. Pitch It. Know Your Audience.


Be a Proper Chair. Own the Panel.


2. Performance


Clench. (Try Not To) Use Slides. Use Props (Sometimes).


Find Your Voice. Dress the Best. Memorise (Occasionally).


Rehearse Seriously. Crush Nerves.


3. Media 


Talk to Journalists. Have a Goal for PR. Find Common


Ground. Feel Newsworthy. Write Your Headlines. Find


Soundbites. Use a Story Tree. Broadcast Happy.


4. Danger 


Stay on the Record. Watch Your Red Lines. Cut Down


the Bridge. Lean into Crisis.


5. Content 


Get Video. Podcast Around the Campfi re. Find Photo


Beauty. Get Human on Social.


6. Words


Write Clearly. Rewrite Everything. Write from the Gut.


CONCLUSION


The People’s Princess. There’s Power in Love. Human PR.


Author’s Note


Select Bibliography

Über Autor(innen)

Sergeant, Mike
Mike Sergeant is an international communications coach and PR adviser to CEOs and business leaders. Through his company www.sergeantleaders.com he delivers media training, public speaking coaching and reputation advice. Mike began his career at CNN in 1996 before moving to Reuters, Sky News and the BBC – where he spent 13 years as a TV and radio correspondent covering business, politics and the Middle East. He lives in North London with his wife and two sons.