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Words Matter ARKETPLACE OMMUNICATION M C WORDS MATTER A compilation of Merrie’s UPI columns. Every chapter offers sage, witty communications advice. COPYRIGHT The participant acknowledges that all ideas, concepts and models used in this manual are trade secrets of Spaeth Communications, Inc. and have been developed through the expenditure of substantial time, effort and creativity. The participant agrees that the system of ideas, concepts, and models will be held in confidence and will not be disclosed to anyone. The participant acknowledges that the graphic and written materials used in this manual are also trade secrets of Spaeth Communications, Inc. that have been developed through the expenditure of substantial time, effort and creativity. The participant agrees that the graphic and written materials will be held in confidence and will not be disclosed to anyone. The participant acknowledges that the graphic and written materials are copyrighted by Spaeth Communications. The participant agrees not to make copies of any of the copyrighted materials for any purpose whatsoever without the written consent of Spaeth Communications, Inc. ISBN-13: 978-1-59975-384-3 ISBN-10: 1-59975-384-7 TABLE OF CONTENTS Introduction Articles 1. Middle East Peace Through Soap Operas: Palestinian students show how to promote peace…and the U.S. made it possible! 2. Speak Exxon Speak! Businesses need to take a leadership role and engage the public in discussions. 3. Stories as Proof: Missed the first lesson on learning to tell stories? Try again. 4. “As Prisons:” Words can liberate or enslave. Take unions. 5. Great Job! Is there someone empowered to tell the CEO he did a crummy job? 6. Memo to Merck: Vioxx as a case study. 7. Dollars and Sense: The first question is always, “Who’s the audience?” 8. Storytelling is for Adults: Can’t tell stories? Learn. 9. You Can Take it With You: Citigroup CEO Sandy Weill is trying to. 10. And it’s Working: Everything old is new again. 11. Lights, Camera, Action: Why HealthSouth’s ex-CEO beat the Feds. 12. He Didn’t Get it: A CEO in a bubble, gets popped. 13. Strike: Don’t threaten. It is not just management that can hear you. 14. Power of Pictures: A great example of visuals telling a story. 15. Apologize for What? Love is having to say you’re sorry. 16. Show Us All of It: If the ‘mainstream’ media wants to compete, all it has to do is publish its notes. 17. You Can’t Take it Back: A toilet, once flushed, can’t be unflushed. 18. Ends and Means: If the end doesn’t justify the means, what does? 19. Who are Your Ambassadors? Why doesn’t every company learn from Southwest Airlines? 20. War: Dr. Edward Tufte v. PowerPoint. We’re betting on Tufte. 21. What Goes Up: Everything is public. 22. GM & Culture Alarms: GM throws a hissy fit and inadvertently tells us something about their culture. 23. Lessons from the Pope: His Holiness and Horton Hears a Who. 24. In Personal Communication, Too: Good communication isn’t just for workplace relations any more. 25. Loud and Clear: Ordinary people tell CEOs the gravy game is over. 26. The Media and PR: Are reporters uninformed or unwilling to learn? 27. Poor Barry Bonds: He was criticized by reporters. 28. Once Out, They’re Never Back: You can’t take back something you’ve said. It will be passed on to others. 29. Stupid Mouth: Let he who has never said anything stupid, hurl the first stone. 30. The Tyranny of the Right: Not Hillary Clinton’s vast right-wing conspiracy. 31. Inaugural Commitment: Words do matter. 32. Language and Public Policy: Social Security may be neither social, nor secure, but the words chosen seventy years ago may prevent reform. 33. ‘Stingy’ – the Power of One Word: Secretary Powell, one of my personal heroes, gets BIMBO of the YEAR for falling into this too- predictable trap. 34. Caught: Ralph Waldo Emerson predicts Roe will be overturned. 35. Employees as Explainers: Enlist your employees to talk to their colleagues. 36. The Age of Extremism: Barry Goldwater was wrong. 37. Names Matter: Here are more examples of how the choice of a name, influences our perception. 38. Poodle Stereotypes: Prime Minister Tony Blair says the UK isn’t America’s poodle. He should be so lucky. 39. Fraud Fraud Fraud: Another word which has gotten politicized. 40. If You Think Education is Expensive: United’s employees were shocked, shocked to learn the airline, and their pensions, were in trouble. 41. Pay a Lot for Bad Advice: Just one more sad example. 42. Saving Craig Conway: The PeopleSoft CEO could have kept his job if he’d followed our lessons. 43. Can a Prince Change Culture? Citigroup’s new royalty. 44. Statistics and the Power of One: A single anecdote can trump the truth. 45. Your Company’s Speakers Bureau: How to utilize the resources you already have in your company. 46. Dan Fannie Rather Mae: Case Study: Hearing what you don’t like. 47. The Write Stuff: Want to get ahead? Learn to write. 48. Missing in Action: Business isn’t active in the public debate and will suffer because of it. 49. Executive Development: Botswana anyone? 50. Training Prevents Litigation: A “how not to” behave around your own employees. 51. The Power of Positive Thinking: Freezing your trumpet. 52. Did the President Lie? This powerful word shouldn’t be misused. 53. Explaining Cost to Employees: Memo to companies: You need to significantly increase your effort and your effectiveness. (Note from us: Effort doesn’t equal effectiveness.) 54. A Speech is More Than Words: A short primer. 55. They Travel, Too: We mean words, not airline passengers. 56. What Ken and Martha Haven’t Said: “I did it.” 57. Employees as Recruiters: Your most powerful recruiting tool is underutilized. 58. Angry and Frustrated: How to deal with the customer who’s legitimately angry and frustrated…and what not to say. 59. Handwritten: Make a real impression. 60. Most When Employees Say Them: The ultimate test. Are your employees using the same words in your advertisements? 61. In Any Language: Another pitch to learn more languages and carry the American vision around the world. 62. Reagan was a Master: On his death, some lessons learned, some personally. 63. Don’t Ban Ads for Twinkies: More on the illusion of doing something. 64. People Talk: How to build a competitive edge. 65. PR Needs PR: Why is “public relations” so frequently criticized? 66. The CEO is Sick: Do celebrity CEOs have a right to privacy? Not on your penumbra. 67. The CEO’s Dead – Shhh: Good and bad examples. (But remember death is permanent.) 68. Reporters Need to Correct Lies: Don’t expect them to start anytime soon. 69. Doing it Takes Practice: A few books that may be helpful… but remember how you get to Carnegie Hall. 70. Perception Affects Behavior: If you want to motivate a group of people, learn from this example. 71. Define Them Carefully: Democrats should be careful before demonizing certain words. 72. Communication Laws #2 and #3: I do my best to top Don Elhert’s great First Law; “You cannot communicate your way out of a situation you have behaved your way into.” 73. Set Up First: The designers of podiums hate mankind. 74. Smile, Condi! You’re on TV! And she took our advice! 75. Think Before You Speak: Fortunately for us, many people don’t – providing lots of informative and entertaining teaching examples. 76. But Actions Speak Too: Executives can’t plead for “teamwork” and then feather their own nests at our expense. 77. Young Angry Conservatives – Learn from Ronald Reagan: The Great Communicator understood that insulting voters, rarely wins them over. 78. Lawyers and Logos: Calling Southwest Chairman Herb Kelleher. Fire the lawyers. 79. ‘Ain’t goin’ there’: Talking about customer service versus providing it. 80. Global versus Local: As corporations become global, they forget that news is still local. 81. Pete Screws Up Again: We need teaching examples, so we hope he lives forever. 82. The Leader as Communicator: Important lessons every leader should know. 83. ’04 Communication Trends: One of those essays writers create when they can’t think of a single theme. 84. When ‘Division’ isn’t ‘Equal’: Daimler announced a “merger of equals.” Those words caused trouble – predictably – later. Hello lawsuit. 85. Communication as a Business Strategy: How often should you check your brakes? 86. Full-Page Ads – Communication or Illusion? Who’s really the audience? 87. Say No to Barbara and Mike: More wrong lessons from the Exxon Valdez. Interviews with Barbara Walters and Mike Wallace? Don’t try this at home. 88. Make it up: President Ronald Reagan was aware of the power of words and chose his carefully. Docudrama writers get to just make up what they thought he might have said. 89. Use Communication to Cut Health Care Costs? How to let workers know what’s happening to health care costs. 90. ‘Routine’ Shredding Policy: Financial guru Frank Quattrone didn’t pay attention to what happened when Arthur Andersen claimed it was just a ‘routine’ shredding policy. 91. Someone Speaking One Language: Americans need to speak more languages to be competitive culturally and economically. 92. The American Image Abroad: The right way to explain America to the rest of the world. 93. Physician, Heal Thyself: Powerful research on why “what matters” isn’t what the doctor wants to say, but what the patient remembers. 94. Moderating a Panel is an Art Form: Everyone is going to moderate a panel sometime.
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