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PR for Humans

How business leaders tell powerful stories

Mike Sergeant

Discover the essential principles of leadership communication.
In PR for Humans, Mike Sergeant shows CEOs, partners and business leaders how to use these principles for high-impact speeches, media interviews, videos and blogs. He challenges the global PR industry to move beyond spreadsheets and ‘strategies’ and embrace more powerful human storytelling.

Size: 216 × 140 mm / 8.5 × 5.5 in • 192 Pages • ISBN: 9781788600552
Publication: April 18, 2019 •

Paperback

Available for preorder: this book will be shipped on its publication date of April 18, 2019

  • £15.99
“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.

Mike Sergeant is an international communications coach and PR adviser to CEOs and business leaders. Through his company www.sergeantleaders.com he delivers media training, public speaking coaching and reputation advice. Mike began his career at CNN in 1996 before moving to Reuters, Sky News and the BBC – where he spent 13 years as a TV and radio correspondent covering business, politics and the Middle East. He lives in North London with his wife and two sons.

This Book
INTRODUCTION
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
1. Belief
Believe in Something. Be a Hedgehog. Connect.
2. Clarity
Seek Clarity. Fire One Arrow. Soar and Dive.
3. Opinion
Take a View. Stop Being the Accountant. Watch Your
Personal Space.
4. Energy
Energise. Seek Influence. Fear the Dark Side.
5. Context
Get off Your Island. Draw Concentric Circles. Put the
Customer in the Middle. Find Allies.
6. Time
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.
Control Time.
7. Humility
Be Humble. Understand the Storyteller’s Paradox. Solve
Someone’s Problem. Want Something. Be Funny.
Be the Coach. Listen. Pause.
8. Imagery
Use Metaphor. Use Words, but Think in Pictures.
Use Numbers Imaginatively. Create Moments.
PART 2: TELLING YOUR STORY – TECHNIQUES 
1. Speeches 
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.
2. Performance
Clench. (Try Not To) Use Slides. Use Props (Sometimes).
Find Your Voice. Dress the Best. Memorise (Occasionally).
Rehearse Seriously. Crush Nerves.
3. Media 
Talk to Journalists. Have a Goal for PR. Find Common
Ground. Feel Newsworthy. Write Your Headlines. Find
Soundbites. Use a Story Tree. Broadcast Happy.
4. Danger 
Stay on the Record. Watch Your Red Lines. Cut Down
the Bridge. Lean into Crisis.
5. Content 
Get Video. Podcast Around the Campfi re. Find Photo
Beauty. Get Human on Social.
6. Words
Write Clearly. Rewrite Everything. Write from the Gut.
CONCLUSION
The People’s Princess. There’s Power in Love. Human PR.
Author’s Note
Select Bibliography 

Format: Paperback

Size: 216 × 140 mm / 8.5 × 5.5 in

192 Pages

ISBN: 9781788600552

Publication: April 18, 2019

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