Keeping the Wolves at Bay: A Media Training Manual

Congratulations -- you've gotten a reporter to ask you (or your client) for an interview. Now you just have to make sure you don't blow it.

Interviews can be nervewracking even for experienced spokespeople. Keeping the Wolves at Bay: A Media Training Mannual: gives you the tools to:

• Spot and avoid "leading" questions
• Refine your key message (before the interview)
• Appear calm and professional on camera
• Handle negative questions

Created by famed crisis communications expert, Jonathan Bernstein, editor/publisher of the "Crisis Manager" newsletter, Keeping the Wolves at Bay:A Media Training Manual guides you step-by-step through the interview process. Use Bernstein's tactics to "optimize" interviews so you stand a much better chance of being quoted properly and looking good.

You'll learn:

#1. Specific logistics for tv, radio, print and online interviews

Forget generalities, the Media Training Manual gives you very specific tricks and tips you can put into action immediately to improve your interviews. For example,

• Discover exactly what to do (and what NOT to do) with your hands while you are on television.
• Find out why you should never tell a print reporter "no comment", and learn what phrases to use instead
• Understand how to grab radio listeners' attention with verbal anecdotes
• Learn how to harness the power of the internet to become your own media outlet.

#2. "Positioning" tactics so the press is more likely to cover you in a positive light

Although you can't control exactly what a reporter's final story will be, Keeping the Wolves at Bay:A Media Training Manual gives you tools to "optimize" your interview so the story is much more likely to be a positive one. Even during a crisis.

You'll get tips and useful examples of:

• Why it's critical to set a time limit for interviews
• How to respond to questions that you're not comfortable answering
• What you should email reporters after an interview is over
• The top 10 things you need to remember before talking to a potentially hostile interviewer, and how to defuse hostile questions when you're on the hot seat

You'll also learn how to turn questions you hate into springboards for answers you want the audience to hear by either using "Question turnaround" or "context reframing" tactics. Keeping the Wolves at Bay: A Media Traing Manual includes useful examples of both to make it easier.

#3. How to handle worst-case-scenarios

What do you do when your official spokesperson (such as CEO) gives terrible interviews? How do you handle it when your company has a crisis and the press is breathing down your neck to report the bad news? And what about when a reporter acts in an unethical manner? (Does quoting something you said "off the record" count?)

Keeping the Wolves at Bay:A Media Training Manual hands you practical answers to these questions. Plus, you'll get some immensely useful checklists:

• A Crisis Interview Wallet Card with tips to remember whenever the media calls
• A list of Criteria for effective Spokespersons.
• Trial by Media Do's and Dont's--13 tips on handling press resulting from a lawsuit

Finally - a media relations guide that's useful

You don't have time to slog through hours of reading. That's why the Keeping the Wolves at Bay: A Media Training Manualis short and to-the-point. You'll get the checklists, bullet-points and factoids you need to handle the press better -- all packed into just 49 pages you can refer to quickly whenever you need to.

Get your copy today - it's 100% money-back guaranteed!

Here's what PR pros say about Jonathan Bernstein's media relations advice:

"Jonathan Bernstein has done it again. With his third edition of Keeping the Wolves at Bay, he has provided remarkable insights for all those who have ever faced an unwanted spotlight. He has updated this version so that readers will understand how to strategically deal with news media, rather than be a target. I deal with the media everyday, yet I was still able to finish with a number of practical take-aways that will help me in my business.
"I wish I had written Keeping the Wolves at Bay!"

Richard S. Levick, Esq.
President
Levick Strategic Communications, LLC
Co-Author (w/Larry Smith):
Stop the Presses: The Litigation PR Desk Reference

"I loved your workbook! It's a source of sensible, simple, constructive, doable, and essential media coaching advice.

James E. Lukaszewski, ABC, APR, Fellow PRSA, CCEP
Chairman and President
The Lukaszewski Group Inc.

"Jonathan Bernstein's guide to media relations and crisis communications is concise yet comprehensive. It respects the intelligence and the time of PR professionals and aspirants, especially those who need a quick checklist refresher in the sudden murk of a media onslaught or crisis situation. It's like a Swiss Army knife -- lots of cool tools in a compact package. In case of emergency, grab this."

Steven R. Van Hook, PhD
Publisher
About Public Relations