Quality in Business: 76 Mantras for Managers Book

This book is not for PR practitioners. It is for CEOs.

CEO's background is mostly from finance, accountancy, or probably engineering. In this world, we seldom see any CEO with a communication or public relations background. The problem arises when these CEOs were actually in good operational management and other management skills, but not for communication in terms of either public relations, or internal relations.

When the organization encountered a crisis, it seems that most CEOs cannot handle their issue as well with the journalists. When there was a problem with the employees in the organization, same thing happened; CEOs were not so mastered in communication tricks.

So, this book advises CEOs, how to handle the media, and do not let the media handle them. A CEO should not fuel money only for R&D of a product and the marketing department. CEOs also should fuel money to PR departments and put it into the focus of the organization.

CEOs also should maintain a mutual beneficial relationship with the journalists and the news organization that write cover stories about them. And this relationship is not just happens during a crisis but also every time, regardless any circumstances.

At least, if the organization faces a problem, the journalists know well about the CEO and they might not write a severe negative article about them that can harm their name in the business industry.

It is quite impossible for public relations practitioners to become a CEO of a company. The CEOs should enhance their communication skills.