Keeping the Wolves – Media Training (PDF) – Now Free to All!
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. (Joan Stewart, The Publicity Hound)
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 has demonstrated that the principles espoused in Keeping the Wolves at Bay — Media Training are truly universal.