“There is no strategy without a story. There is no story without the main character. The main character is you.”
PR for Humans is for pure-of-heart storytellers who want to cut through the noise and the nonsense. It brings together the essential and timeless principles of effective leadership communication.
Belief. Clarity. Opinion. Energy. Context. Time. Humility. Imagery.
Why are these things so important? Why do most people in PR and ‘communications’ not even talk about them? Why is PR for Humans even more important in the age of A.I.?
In this fresh and energetic guide, former BBC correspondent Mike Sergeant draws on twenty years of frontline experience to reveal the secrets that every CEO, partner, board member, PR director and business leader needs to know.
The principles and techniques he sets out in this book will help you deliver more powerful speeches, presentations, media interviews, videos, podcasts and blogs.
They are the rocket fuel for your business and your career.
The Awakening. The Billionaire. Stories Begin. Stories Accelerate.
My Stories. What Even Is PR? On Reputation. PR for Humans.
PART 1: FINDING YOUR STORY – PRINCIPLES
Believe in Something. Be a Hedgehog. Connect.
Seek Clarity. Fire One Arrow. Soar and Dive.
Take a View. Stop Being the Accountant. Watch Your
Energise. Seek Influence. Fear the Dark Side.
Get off Your Island. Draw Concentric Circles. Put the
Customer in the Middle. Find Allies.
Root Yourself. Reach Back for Your Company Story.
Be Present. Lead Your Company’s Action. Be the Future.
Describe Your Company’s Future. Past, Present, Future.
Be Humble. Understand the Storyteller’s Paradox. Solve
Someone’s Problem. Want Something. Be Funny.
Be the Coach. Listen. Pause.
Use Metaphor. Use Words, but Think in Pictures.
Use Numbers Imaginatively. Create Moments.
PART 2: TELLING YOUR STORY – TECHNIQUES
Make It Personal. Find an Argument. Put TED to Bed.
Start Strong. Finish Stronger. Pitch It. Know Your Audience.
Be a Proper Chair. Own the Panel.
Clench. (Try Not To) Use Slides. Use Props (Sometimes).
Find Your Voice. Dress the Best. Memorise (Occasionally).
Rehearse Seriously. Crush Nerves.
Talk to Journalists. Have a Goal for PR. Find Common
Ground. Feel Newsworthy. Write Your Headlines. Find
Soundbites. Use a Story Tree. Broadcast Happy.
Stay on the Record. Watch Your Red Lines. Cut Down
the Bridge. Lean into Crisis.
Get Video. Podcast Around the Campfi re. Find Photo
Beauty. Get Human on Social.
Write Clearly. Rewrite Everything. Write from the Gut.
The People’s Princess. There’s Power in Love. Human PR.