Dealing with the media can be extremely daunting and fraught with danger without a well-prepared approach. Some companies have lost millions of dollars because of poorly handled public relations. Some small businesses have been driven out of existence bybad press. This book shows individuals how to prepare their messages, deal with difficult interviewers, and get their messages across firmly and confidently. Many of the rules seem obvious, but the fact that media appearances fluster so many people is evidence of just how alien the experience is to most people.

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