A concise guidebook for managers and executives on how to successfully handle the outside forces that shape success: the news media, government, activists and special interest groups, shareholders and employees -- with special emphasis on crisis management and damage control, establishing the right persona, the uses of spin, why public opinion doesn't count, and doing the right thing. Tightly written, Charles Schwab, chairman and CEO of the Charles Schwab Corporation says of it, "A first rate and must have guide for senior executives. Thoughtful, authoritative, and highly readable." Robert L. Woodrum, Managing Director of Korn-Ferry International says, "a very strong and much needed book. Managers on their way to the top and those already there will find this a very helpful guide." Says Gary Simpson, Vice President of Varian Associates, "Should be on the required reading list for every one of our graduate schools of business, as well as for any senior level manage! r who believes he or she has a shot at the executive suite."
Book Description
Editorial Reviews
From the Publisher
This tightly written book (it can be easily read in the time it takes to make the flight from L.A. to New York) is a no-nonsense guide for managers and executives trying to make their way successfully through the minefields of the new millennium. It is intended for those whose ambition and skills have them on their way to their own CEO's chair and those recently arrived who are beginning to realize the complexities of this other dimension that have to deal with. The book is also for the owners and managers of the newer, smaller companies that expect to make their way in the market and who almost always find themselves facing similar challenges with no experience in how to handle them and no staff to help with solutions. Middle managers who find that knowing some of the things the boss needs to know gives them a useful edge and managers in the not-for-profit and public sectors will also find useful information here.
From the Author
This book began as a series of memos to an exceptional young executive moving into the chief executive officer's chair at a Fortune 500 company. I thought he wasn't prepared to handle a dimension of his job that could prove all important in a relatively short time. I wanted to help him get up to speed as rapidly as possible. So the memos began. They were followed by in-depth discussions that allowed him to test and argue and understand what he needed to know and how to use the tools and his disposal. I didn't expect him to become an expert, just as he was not an expert in finance or the law, but I knew he needed to be informed and educated in these matters so that he could manage wisely and not stumble unnecessarily. From that experience came this book.
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Use PR to play the game and win!,
By Nicole Tomich (Austin, Texas) - See all my reviews
This review is from: The CEO's Playbook (Paperback)
In this useful book, Ron Rhody compiles public relations strategies and applies them to running a business through the metaphor of playing a game. Rhody highlights specific public relations techniques and creates a dynamic presentation of short chapters. Despite the title, he fills the book with effective tips an aspiring young businessperson, or a CEO should take into consideration in this new millennium. Rhody attempts to dispel myths about public relations, and instead provides the reader with a fundamental knowledge base of public relations as a tool to success. After finishing this book, the reader will know how to handle outside forces that could constrain or advance any initiative, and be able to apply this knowledge in a strategically successful manner. Rhody uses a playbook theme throughout the book, which minimizes scholastic jargon and puts the concepts into terms the reader can relate to. The feel of the book is that Rhody is actually talking the reader. The text is like a conversation, quick and easy to read. Overall the book is well written, but lends itself to two main criticisms. The book is written in an editorial style, but contains some needless and repetitive interjections. Also, the book does not serve as a reference or easy-use manual, like most instructional texts. The only way to absorb the information in the book is to read every page from cover-to-cover. The book closes with a single-page chapter filled with quotes Rhody calls "A few rules for the road." The first, The Clausen Cannon, says, "Under promise. Over perform." Rhody includes six more bold-type quotes that serve as a nice finish to a great book.
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