The words of business leaders matter. They can spark action,
enhance branding, share knowledge, transmit values, and influence
social and cultural behavior. Decoding CEO-Speak critiques the
public language of a powerful class of people - the Chief Executive
Officers of major companies. Interest in the behavior and thinking
of CEOs is not confined to their corporation's direct stakeholders
only: the public is increasingly interested in how CEOs stand on
current issues and community debate. Through case study analysis of
companies such as News Corporation, BP, Wells Fargo, Satyam, Uber,
Canadian National Railway, Tesla, and Boeing, authors Russell Craig
and Joel Amernic illustrate ways of mining meaning or decoding a
CEO's written words and speeches. They critically examine a variety
of public media, including social media, testimony, and speeches,
performed by leaders of major companies. Decoding CEO-Speak
demonstrates how monitoring the language of CEOs can yield valuable
insights into a company's policy, strategy, and ethicality; and how
it can point to the priorities, values, and personality of the CEO.
The book will appeal to CEOs, senior managers, and public relations
and media consultants, as well as business professors, students,
and corporate stakeholders who want to find otherwise disguised
meaning in the words of leaders.
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