1. “How to Win Friends and
Influence People”
By: Dale Carnegie

2. Author
o Dale Carnegie
o Self-help guru, author, lecturer,
course developer
o Scholar/Abraham Lincoln
o Teacher of Warren Buffet
o Also wrote: Lincoln the Unknown,
and Stop Worrying Start Living
o Died at 66 in 1955

3. “How to Win Friends and Influence
People”
o First published in 1937
o Written for course “Effective
Speaking and Human
Relations
o Overnight sensation and
international bestseller
o Currently sold over 15 million
copies
o Still relevant
o Revised in 1981 by Dorothy
Carnegie and Arthur R. Pell

4. Warren Buffett on Dale Carnegie

5. Part One: Fundamental
Techniques in Dealing with
People
1. Don’t Criticize, Condemn or Complain
2. Give Honest and Sincere Appreciation
3. Arouse in the other person an eager want

6. Principle 1: Don’t criticize,
condemn or complain

7. Don’t criticize, condemn or
complain
o Abraham Lincoln wrote
letters condemning his
opponents when he was a
lawyer
o Anonymous
o James Shields challenged to
duel
o “Judge not that ye not be
judged”
o Didn’t criticize or scold
General Meade when he cost
them the war
o Tried to understand Meade’s

8. Principle 2: Give Honest and Sincere
Appreciation

9. Give Honest and Sincere
Appreciation
o A persons desire for praise is as
fundamental as need for food and water
o Feeds “desire to feel important”
o Easier to criticize for mistakes than to praise
accomplishments
o Praise even little accomplishments
frequently
o Encourages positive environment and
morale
o NOT flattery

10. “I am anxious to praise but loathe to
find fault. If I like anything, I am
hearty in my approbation and lavish
in my praise.”
- Charles Schwab

11. Part 2: How to Make People Like
You
1. Become genuinely interested in other
people
2. Smile
3. Remember names
4. Be a good listener
5. Talk in terms of the other person’s interests
6. Make the other person feel important and do
it sincerely

12. Principle 4: Be a good listener

13. Be a good listener
o Personal accounts of attending dinner
parties
o “Most stimulating conversationalist”
o People take listening as person being
interested and are flattered
o Creates more favorable impression
o People like to talk about themselves

14. Principle 5: Talk in terms of the other
person’s interests

15. Talk in terms of the other
person’s interests
o Theodore
Roosevelt would
stay up late at night
before meeting with
someone to
research their
interests

16. Part 3: How to Win People to
your Way of Thinking
1. Avoid arguments
2. Don’t say “you’re wrong”
3. If you are wrong admit it quickly and
empathetically
4. Begin in a friendly way
5. Get the other person saying “yes yes”
immediately
6. Let the other person do the talking

17. 7. Let the other person feel that the idea his
his or hers
8. Try to see things from the other point of
view
9. Be sympathetic to the other persons ideas
and desires
10. Appeal to nobler motives
11. Dramatize your ideas
12. Throw down a challenge

18. Part 4: Be a Leader: How to
Change People Without Giving
Offense or Causing Resentment
1. Begin with praise and honest appreciation
2. Call attention to peoples mistakes indirectly
3. Talk about your own mistakes first
4. Ask questions instead of giving orders

19. 5. Let the other person save face
6. Praise the slightest and every improvement
7. Give the other person a fine reputation to
live up to
8. Use encouragement, make the fault seem
easy to correct
9. Make people glad about doing what you
want

20. Principle 4: Ask questions instead of
giving orders

21. Ask questions instead of giving
orders
o “You might consider this…”
o “Do you think that would work?”
o “Maybe if we were to phrase it this way it
would be better”

22. Review
Pros:
 Easy to read/entertaining
 Well written/organized
 Examples to build strong arguments
 Examples from history, public figures, personal,
ordinary people in course
 Written for everyone: managers, leaders, every day
relationships
Cons:
 Seems to encourage one to always strive to please
 Some principles repeated and just worded differently

23. Useful for PR Practitioners?
• Useful to everyone who works with people
• Foundation of PR is trust and honesty/shows
how to win trust
• Great application to crisis PR tells how great
businessmen like Rockefeller made public
apologies
• Helpful for media relations

24. Questions?