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Thursday, June 10, 2010

Well-Known Media Trainer Tells How To Do It

Title – Keeping the Wolves at Bay – Media Training
Author – Jonathan Bernstein

Crisis Management Blog:
Genre or category - Business
ISBN – 978-1450582209

About Keeping the Wolves at Bay: Media Training

Anyone who has achieved some degree of success in business, government work, helping run a non-profit organization, or any other field may be interviewed by the news media. This is a rich opportunity to gain positive publicity, but you can also find yourself in a position where you look bad. Jonathan L. Bernstein, president of Bernstein Crisis Management, Inc., has varied professional experiences, including public relations, crisis management, journalism, and covert military intelligence operations. Bernstein is a regular guest commentator and expert source for national media outlets and PR Week described him as one of 22 individuals nationwide "who should be on the speed dial in a crisis."

Joan Stewart, AKA The Publicity Hound, says, "Even if you think you’ll never, ever be interviewed by the media, buy this book and read it cover to cover. It isn’t a substitute for media training. But it will give you the tools and confidence to go head to head–—and possibly even defang—rabid reporters, blood-thirsty bloggers and social networking buffoons who are out to besmirch your good name."

Keeping the Wolves at Bay — Media Training is the definitive “how to” guide for anyone who may have to deal with the media – live, by phone or online – whether they want to or not. It brings readers the best of Jonathan Bernstein’s nearly three decades of crisis management and media training experience, written in a style that’s both entertaining and informative. The material in the book, in various earlier incarnations, passed the test of real crises for many years.

Bernstein takes the readers on a journey that starts “Inside the Minds of Journalists,” moving on to “Getting Ready to be Interviewed” and then segueing to “Media Tactics – Dancing the Dance.” He then provides detailed information on “Media Logistics” for all forms of interviews, and goes on to address some unusual situations – e.g., “Media Training the Untrainable” – in a section called “Special Circumstances.” Finally, he provides readers with bonus materials that they will be able to use, hands-on, right away.

While the author’s focus is on the crisis-related applications of media training, he notes that his clients, have found the teachings to have improved their ability to communicate with many different types of audiences, from town hall meetings to public hearings to investor events and more. His international training experience have demonstrated that the principles espoused in Keeping the Wolves at Bay – Media Training are truly universal.

When you get well known for what you do, the media will want to interview you, which is a good way to get your message out or alternatively, to look really bad. You need to be prepared for interviewers who might tell your story straight — or who might do the opposite. I’ve found that Jonathan Bernstein’s book and training are real-life preparation for whatever can happen, and they’ve helped me get the real stuff out there, and helped keep me out of trouble! ~ Craig Newmark, Founder, craigslist

About Jonathan Bernstein
Bernstein has written an accessible, enjoyable book for anyone who may have to deal with the media, whether face-to-face, by phone, or online. Keeping the Wolves at Bay: Media Training brings readers the best of Bernstein's nearly three decades of crisis management and media training experience, written in a style that's both entertaining and informative.

The New Book Review is blogged by Carolyn Howard-Johnson, author of the multi award-winning HowToDoItFrugally series of books for writers. It is a free service offered to those who want to encourage the reading of books they love. That includes authors who want to share their favorite reviews, reviewers who'd like to see their reviews get more exposure, and readers who want to shout out praise of books they've loved. Please see submission guidelines on the left of this page. Reviews and essays are indexed by author names, reviewer names, and review sites. Writers will find the index handy for gleaning the names of small publishers. Find other writer-related blogs at Sharing with Writers and The Frugal, Smart and Tuned-In Editor. As a courtesy to the author, please tweet and retweet this post using the widget below:


Jonathan Bernstein said...

Carolyn, the kind review was much appreciated. A note, though. The yellow cover version is an older "prototype" that is no longer for sale.

Carolyn Howard-Johnson said...

Jonathan, I changed it out. Amazon has the real one (Ha!) listed, too. Found it. Thanks for dropping by.