When you consider that nearly 90 percent of a CEO’s job is communication, those who communicate best tend to be the most successful. But which constituencies must a chief executive reach? What is the public relations professional’s key role in helping the CEO and other C-suite executives succeed in these efforts?
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Virgil Scudder, president, Virgil Scudder & Associates, LLC
Scudder has been a leading counselor to CEOs of major corporations in the U.S. and abroad for more than 30 years, coaching and training executives in 26 countries on five continents. Scudder is the author of “World Class Communication: How Great CEOs Win With the Public, Shareholders, Employees, and the Media,” and writes the “In the C-Suite” column that appears in The Public Relations Strategist.
Ken Scudder, writer, trainer
Over the past 22 years, Scudder has prepared corporate spokespeople, politicians, athletes and heads of nonprofits to be interviewed by the media; deliver presentations ranging from one-on-one meetings to keynote addresses; and communicate before, during and after a crisis. Scudder has also written speeches for corporate spokespeople, articles that have appeared in Public Relations Tactics, Presentations Magazine, and PR News' “Crisis Management Guidebook”, as well as plays and comedy sketches. He is the co-author of “World Class Communication: How great CEOs win with the public, shareholders, employees, and the media,” published by John Wiley & Sons.