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CEOPRKIT

A PR GUIDEBOOK FOR ALL CHIEF EXECUTIVES

Realising the need for CEOs to be better equipped in communicating their story inside and outside their companies, Alpha Platform commissioned Razak Abu Bakar, Senior Consultant at the firm, to author this book CEO PR KIT.

Razak then went on to pick real life examples drawn from his 18 year experience in coaching PR to CEOs and wrote the book in clear layman language. He fills the pages with tips and insights CEOs can use in their everyday jobs, and hopefully when crisis strikes, will help them manage their way out of disasters with their reputations intact.

The entire CEO PR KIT is now made available online and you are free to download individual chapters or the whole book in PDF format

Happy reading!

LEARN WHAT IT TAKES TO BE A REALLY GREAT CEO

A real PR professional coaches you on using public relations to transform yourself into a top-notch Chief Executive - one who is admired as a business leader and recognised as the "voice" of your industry.

Razak Abu Bakar, a Senior Consultant at Malaysian PR firm Alpha Platform PR, brings to this book more than 15 years of hands-on PR experience in counselling Fortune 500 companies and Asia's fastest rising corporations.

WHAT YOU GET
How to make the media work for you
PR tips for yourself - and not just for your company
Projecting leadership
Turning the CEO into a TV star
Speeches that fly
Using PR to clinch big business deals
Secrets of getting free publicity

You may download the following chapters (in PDF) below:

CHAPTER 1 - CEO STARDOM USING PR

Download Chapter 1 HERE

Why The CEO Has To Be The PR Pitchman
In this piece:
   Why you have to do the talking
   Why a budget airline is getting all the media attention
   Your internal audience is as important as
   Your external audience

Yes, There’s PR For Individuals Too!
You will know:
   Why individuals need PR
   How to carry out your own PR
   Common problems when executing PR for yourself

Ever Thought Of The CEO As A Brand?
In this chapter:
   Why the business community treats you like a brand
   How to be a good brand
   Why Jeff Bezos is one of the most recognisable brands

Sniffing Opportunities In PR
In this chapter:
   PR opportunities are almost everywhere
   How you could benefit from crises and disasters
   Helping others while helping yourself

Can PR Make You A Famous CEO?
Some points in this piece:
   Why being famous is important to some
   It is not that hard to become famous
   How to handle fame

Learning From Successful Politicians
You will learn:
   That politicians are masters of communications
   That perception is actual, is real
   Being straightforward actually works!

CHAPTER 2 - FACING THE MEDIA (WITHOUT PAIN)

Download Chapter 2 HERE

Getting It Right With The Media
In this piece:
   The do’s and don’ts when dealing with the media
   PR vs advertising
   Why your company website is important

Turning the CEO Into A TV Star
You will know why:
   CEOs are in showbiz (without knowing it)
   TV is you friend, embrace it
   Many CEOs are hungry for TV opportunities

No Comment! And It’s Off The Record
You will know why:
   CEOs tend to be misquoted
   Avoid interview traps by the media
   Pre-determine outcomes of media encounters

Hate Giving Speeches?
In this piece:
   Why speeches are important for your image
   Knowing what to say, to whom
   Speeches that changed the world

Speech Writing For Press Events
You will find out:
Different kinds of speeches for different kinds of media events
Why you need to create “sound bites”

Forget The Gimmick, Go For The Message
You will find out:
   It’s not necessary to spend a fortune for your events to ensure success
   You need to determine which audience is more important
   The press will not necessarily be impressed

Ten Ways To Annoy The Press
Learn how:
   Simple actions can jeopardise your media relations
   To be more sensitive to media needs
   To be a media-friendly CEO

CHAPTER 3 - CRISIS TIME

Download Chapter 3 HERE

Crisis, Crisis And More Crisis
In this chapter:
   Crises are bound to happen to your organisation
   Some points to consider when a crisis hits you
   Two important audiences during a crisis - external and internal

Downsizing, Layoffs Or VSS Need Good PR Handling
In this piece:
   Retrenchment will never be a positive word
   Always consider retrenchment as a major crisis
   How to minimise the blow

If Your Company's Image Is Tarnished, Rebuild It
In this chapter:
   8 points on how to recover from bad reputation
   Recharge your communications department
   Go on a "roadshow" to promote your company

Nasty Rumours - How To Counter Them
In this piece:
   The power of rumours
   Keeping a lid on rumours
   To respond or not to respond

Nine Signs Your Company Needs PR, Badly
Here you will:
   Learn how CEOs deal with non-performing PR departments
   Be a better PR boss
   Don't let your PR department slide into “relax” mode

CHAPTER 4 - PR SECRETS FOR THE BOSS

Download Chapter 4 HERE

Using PR To Clinch Big Business Deals
In this piece:
Win potential clients’ attention even before you knock on their doors
How PR helps companies to win competitive bids

Can Any Good Come From Community Relations?
In this piece:
Detach yourself from the normal community relations gimmicks
Improve your image while contributing to the community

How To S t r e t c h Publicity
You get to find out:
   Why you need to stretch your publicity
   How to segmentise publicity
   How not to bore the media with the same old story

Getting PR To Rain On Dry Days
Find out about:
   Opportunities for publicity
   How to fill empty space in newspaper columns
   How to help TV stations fill their air time

Thinking Of International PR?
Here you will know:
   Things to consider when attempting global publicity
   How to select the right PR firm for the job
   How to gain extra mileage from your internal PR people

Tips On Getting Free Publicity For Your Company
Media lessons:
   You don’t have to pay for publicity all the time
   Sometimes free publicity is more believable
   Why it is important to keep the media in the loop

Planning for PR
Here you will know:
   PR planning - keep it simple
   Convert strategy into activities
   Stay focused with a PR plan

Lots Of Opportunities in Photo Opportunities Time To Hire A PR Agency?
Say cheese:
   Why people become famous through photo opportunities
   How to create a good photo opportunity
   Let the picture do the talking