09 January, 2014 | (01 hr)
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Do your customers — and the public — understand and trust you? Today, effective communication with the outside world requires ongoing engagement, strategic thinking, and the ability to launch a rapid response. It’s a lot to ask, which is why the PR department so often comes up short. But The Conference Board Review columnist Dick Martin insists that CEOs and communicators can change and improve. The first step, he says, is understanding why different types of people hear messages so, well, differently. In a world of divisions, surviving the next crisis may depend on how you speak to each audience.
Who Should Attend: Executives engaged in public relations, marketing, and communications, including those who work on overall corporate strategy
Dick Martin was executive VP of PR, employee communications, and brand management for AT&T from 1997 to 2002, capping a 32-year career with the company. Since then, he has written four books: "Tough Calls: AT&T and Hard Lessons Learned in the Telecom Wars," "Rebuilding Brand America," "Se...Full Bio
Matthew Budman came to Across the Board in 1992, spending eleven years as managing editor and helping the magazine make the transition to becoming The Conference Board Review; he succeeded A.J. Vogl as editor of TCB Review in 2008. Ou...Full Bio