When the Headline Is You: An Insider's Guide to Handling the MediaISBN: 978-0-470-54394-8
Hardcover
256 pages
October 2010, Jossey-Bass
 This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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Foreword ix
Introduction xi
1. What Is News? 1
2. You Are the Story 27
3. How to Admit Bad News 61
4. Crafting Compelling Messages 85
5. Delivering Your Message 113
6. When the Going Gets Tough 147
7. Twenty What-Ifs 175
Appendix: Media Messaging Toolkit 199
Notes 207
Acknowledgments 215
The Authors 219
Index 221
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