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Robert L. Dilenschneider has been called \u201cDean of American Public Relations Executives.\u201d As founder of The Dilenschneider Group, he provides strategic advice and counsel to Fortune 500 companies and leading families and individuals globally, with experience in fields ranging from mergers and acquisitions, crisis communications, marketing, government affairs, and international media. I couldn\u2019t wait to talk about all of this\u2014including his new book The Public Relations Handbook\u2014this week on the On Brand Podcast.\n\nAbout Robert L. Dilenschneider\nRobert L. Dilenschneider is founder of The Dilenschneider Group. Headquartered in New York and Chicago, the firm provides strategic advice and counsel to Fortune 500 companies and leading families and individuals around the world, with experience in fields ranging from mergers and acquisitions and crisis communications to marketing, government affairs, and international media.\nPrior to forming his own firm, Dilenschneider served as president and chief executive officer of Hill and Knowlton, Inc. from 1986 to 1991, tripling that Firm's revenues to nearly $200 million and delivering more than $30 million in profit.\xa0Dilenschneider was with that organization for nearly 25 years. Dilenschneider started in public relations in 1967 in New York, shortly after receiving an MA in journalism from Ohio State University, and a BA from the University of Notre Dame.\nMr. Dilenschneider has been called the \u201cDean of American Public Relations Executives\u201d and is widely published, having authored 17 books, including Decisions: Practical Advice from 23 Men and Women Who Shaped the World; A Briefing for Leaders; On Power, The Critical 14 Years of Your Professional Life; 50 Plus!\u2014Critical Career Decisions for the Rest of Your Life, and Power and Influence: The Rules Have Changed.\n\nEpisode Highlights\nPublic relations today. Robert began our conversation with the two questions everyone should have in approaching a communication, \u201cWho needs to know this and what action should they take?\u201d\n\u201cOftentimes, your language doesn\u2019t work for your audience,\u201d Robert cautions, noting that you have to figure out what language your audience uses. \u201cSpend some time on lexicon,\u201d even creating a manual with these keywords and phrases.\nWhat about crisis communication? \u201cCrisis communication is a fantastic buzzword. I\u2019m even recognized as a crisis communication expert. But the truth is if you\u2019ve done things wrong you shouldn\u2019t need it if you\u2019ve corrected what\u2019s wrong quickly and properly.\u201d\nSage advice in a crisis. Robert shared a crisis quote from Bill Dervin: \u201cTell it all, tell it fast.\u201d Robert adds: \u201cDribbling your story is always a big mistake.\u201d\nWhat brand has made Robert smile recently? Robert closed with a story that gave me a heartfelt smile hearing it. A dear friend of his is struggling with ALS. This friend bought one of Robert\u2019s wife\u2019s early paintings that helped her establish her career. Robert is now sending this ailing friend one of his wife\u2019s recent works. Smiles and well wishes all the way around!\nTo learn more, check out Robert's website.\n\xa0\nAs We Wrap \u2026\n\n\nListen and subscribe\xa0at\xa0Apple Podcasts,\xa0Spotify,\xa0Amazon/Audible,\xa0Google Play,\xa0Stitcher,\xa0TuneIn,\xa0iHeart,\xa0YouTube, and\xa0RSS.\n\n\nRate and review the show\u2014If you like what you\u2019re hearing, be sure to head over to\xa0Apple Podcasts\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\n\n\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\n\n\nOn Brand is a part of the\xa0Marketing Podcast Network.\n\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices