MAKING YOUR POINT: A PRACTICAL GUIDE TO EFFECTIVE COMMUNICATION
Book ID/图书代码： 08280007B14221
English Summary/英文概要： MAKING YOUR POINT is aimed primarily at senior corporate managers. For today’s senior managers, effective communication is not a luxury. It is a basic job requirement. When the going gets tough and the stakes are high, a business leader’s ability to communicate effectively to internal and external audiences, in person and through the media, can spell the difference between success and failure, and perhaps even determine the survival of an entire company.
MAKING YOUR POINT gives readers the practical tools that business leaders need to meet the challenges and take advantage of the opportunities that today’s complex communications environment offers.
Using a wealth of examples drawn from the author’s years of experience as a strategic communications counselor, MAKING YOUR POINT begins with an examination of the fundamental challenges of modern business communication: getting people to pay attention, getting them to trust what you say, and getting them to remember and act on your message. It then offers practical tips for taking control of the debate.
Successful communicators have long realized that the most effective messages, especially in difficult situations, are always positive, active, and fine tuned to respond to the emotional concerns of the audience.
MAKING YOUR POINT puts this strategic approach to message development into action with a simple checklist:
§ What is your strategic objective?
§ Who is your target audience?
§ What are they concerned about?
§ What are they likely to ask you?
§ How will you respond to those questions and concerns?
What areas of discussion do you need to avoid?
Chinese Summary/中文概要： 這本書針對的讀者對象主要是企業高階主管。對當今的高階主管來說，有效的溝通並不是奢侈品。這是本職工作中的一種基本要求。當工作遇到困難，職位越來越高時，商業領導人與內部、外部人員的有效溝通能力，無論是個人交往或通過傳媒，都會對成功、失敗造成不同的威力，甚至有可能決定整個公司的命運。
本書告訴讀者商業領導人面對種種挑戰時所需的實用商業法則工具，充分利用當今複雜商業傳播環境中所提供的機會。
作者根據幾十年來作為戰略傳播顧問的豐富經驗，在書中詳舉了豐富的實例，本書以總結基本現代商業傳播所面臨的種種挑戰為開頭：設法讓人們關注你，設法讓人們相信你所說的，設法讓人們牢記你，對你所傳達的資訊作出反應。接著對所討論的課題提供了實用的方法。
成功的傳播者長久以來意識到最有效的資訊，尤其是在困境中所傳達的資訊經常能被相關聽眾以積極、主動良好的所吸收，做出回應。
本書通過以下簡單的名單檢查，告訴讀者將資訊轉而發展為行動的戰略方法：
·你的戰略目的是什麼？
·你的目標聽眾是哪些？
·聽眾喜歡問你哪些問題？
·你將如何回應這些問題和論題？
·那些是你需要回避的課題？
Awards/获奖情况：Advance Praise for Making Your Point
“A genius of a book; full of the right themes plus a treasure trove of real-life examples. A handbook for effective communications that proves my longtime friend and former editor David Bartlett knows his stuff.”—Bob Woodward, bestselling author
“I can’t imagine anyone better equipped than Dave Bartlett to write a book like this. Dave cuts through the bull and gets right to the point with sound advice for almost any communications situation. If you need to make a point at home or in business, I advise you to read this book carefully and take notes.”—Jim Bohannon, nationally syndicated talk host, Westwood One Radio
“Dave Bartlett knows the communications process inside and out. Whether you’re getting ready to give a speech to thousands or just get your point across to someone at the office, this is the book you need.”—Ron Nessen, former White House press secretary
About the Author/作者介绍： David Bartlett是戰略溝通和危機管理方面的專家，他是當今世界最受歡迎的傳達戰略專家和高級教練。憑藉三十多年來作為新聞記者和企業演講人的豐富經驗，David具有幫助企業領導人成功傳達的能力。Dave是廣播電視新聞主管協會(RTNDA)的主席，他還是許多公共事件的戰略專家，代表數家企業組織出面對外發言，涉及報章訪問，國會證驗等等，並擔任無數當地、網路廣播的代表人等等。他關於傳播、新聞和政策的文章一直出現於各大報章雜誌中。
David Bartlett is an expert in strategic communications and crisis management. He is one of country’s most sought-after communications strategists and executive coaches. With over 30 years experience on both sides of the camera as a journalist and industry spokesperson, Dave is uniquely prepared to help corporate leaders communicate successfully.
Dave also served as President of the Radio-Television News Directors Association (RTNDA). He was the public affairs strategist and represented the organization in press interviews, congressional testimony, and numerous local and network broadcast appearances.
David Bartlett是战略传播和危机管理方面的专家。他是当今世界最受欢迎的传播战略专家和高级教练。凭借三十多年来作为新闻记者和企业演讲人的丰富经验，David完全具有成功帮助企业领导人成功传播的能力。Dave是广播电视新闻主管协会(RTNDA)的主席，他还是许多公共事件的战略专家，代表数家企业组织出面对外发言，涉及报章访问，国会证验等等，并担任无数当地、网络广播的
出面人等等。他关于传播、新闻和政策的文章一直出现于各大报章杂志中。
Format:HARDCOVER
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE(到期可授)
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：
原文第一章内容：有
手稿：暂无
大纲：有