What to Say When Things Get Tough: Business Communication Strategies for Winning People Over When They're Angry, Worried and Suspicious of Everything You Say

by Leonard S. Greenberger

Overview

Leonard S. Greenberger is a partner at one of today's most successful public relations firms. In What to Say When Things Get Tough, this seasoned expert offers verbal and nonverbal skills for handling communication crises in any public forum.

"This book is one of the best guidebooks on the practice of public relations that I have seen." — Jim Owen, Executive Director, Member Relations, Edison Electric Institute

"If you want to learn why PowerPoint is a very poor way to present, why empathy works wonders, how positive messages, eye contact, and the right facial expressions can add up to make you overwhelmingly effective—or not—then this book is for you." — Ari Weinzweig, cofounder and founding partner, Zingerman's, and author ofZingerman's Guide to Giving Great Service and Zingerman's Guide to Good Leading

"Every business professional should have a copy on the shelf and pull it down whenever a tough situation presents itself." — Win Porter, President, Waste Policy Center, former Assistant Administrator forSolid Waste and Emergency Response, U.S. Environmental Protection Agency

Product Details

ISBN-13:	9780071806435
Publisher:	McGraw Hill LLC
Publication date:	04/30/2013
Edition description:	List
Pages:	256
Sales rank:	1,111,781
Product dimensions:	6.00(w) x 8.90(h) x 0.70(d)

About the Author

Leonard S. Greenberger is a partner at Potomac Communications Group (PCG) in Washington, D.C., an independently owned public relations firm that specializes in helping clients communicate difficult, complex subjects to laypeople in many industries.

Table of Contents

Preface ix

Acknowledgments xv

Introduction xvii

1 The Science Behind the Art 1

2 Laying the Foundation 11

3 The Lost Art of Storytelling 33

4 Real vs. Perceived Risk, or Why We Drive 49

5 The CODE for Trust and Credibility 73

6 Nonverbal Messages and Their Impact on the CODE 95

7 The Credibility Gender Gap 123

8 Mastering the Media 137

9 Avoiding and Escaping Traps 163

10 The CAN Response 183

Conclusion 201

Recommended Reading 211

Works Cited 213

Index 217