[RELEASED MARCH 15, 2007] If you'd like heavily crisis-focused media relations advice right at your fingertips in an easy-to-read, entertaining style, you might want to consider Keeping the Wolves at Bay: A Media Training Manual, Version 3.0 (ISBN 0974101427). The indispensable guide, originally published in early 2003, has just been dramatically revised and improved by author Jonathan Bernstein, president of Bernstein Crisis Management LLC and editor/publisher of Crisis Manager, an international email newsletter. In particular, this new edition thoroughly integrates the impact of the Internet on crisis-related media relations. It has also become required reading at a number of colleges and universities. The publication is now 20% longer, but the price remains the same. Here are some early reviews: "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 "Keeping the Wolves at Bay" is much more than another media training guide-it is perhaps one of the most concise, insightful, useful and savvy guides to strategic thinking about reputation issues available. Gerald Baron Founder & CEO of PIER System and host of Crisisblogger.com While the manual's advice applies to both routine and crisis-related media relations, it is heavily focused on topics such as guidelines for relaxing under fire, confrontational interviews, defusing hostile questions and what to do when the media goes too far. He talks about "The Five Conundrums of Media Relations," which include "A reporter has the right to challenge anything you say or write, but will bristle when you try to do the same to them." It includes several proprietary checklists for use during times of crisis, and emphasizes specific tips and tricks, not generalities -- all interlaced with comments reflecting Jonathan Bernstein's sometimes-offbeat perspective on crisis communications. Writing in a section of the manual called "Inside the Minds of Journalists," Bernstein says, "Believe it or not, reporters would probably find it as scary to be in your mind as you would in theirs. The catch is that they're paid to be in yours and will do their best to get there." The 60-page PDF version will be emailed to you as soon as your order is processed (within 24 hours, usually less). It requires the Adobe Acrobat Reader (tm) to view, which is available free from Adobe. |