Rave Reviews for Winning with the News Media
Joan Stewart, writer, consultant, publisher, The Publicity Hound
If I had to pick only one book of the hundreds written on
how to deal with the media, this would be the one I'd recommend. In fact, when
I reviewed an earlier edition of this book several years ago for my
newsletter, The Publicity Hound, I said that this was the book I wish I had
written. As a former newspaper editor who worked in the business 22 years, I
thought I knew it all, and more. I didn't, particularly when it came to TV. I
couldn't put the book down.
Clarence Jones, a former award-winning investigative reporter in both
newspapers and TV, knows his stuff, including all the tricks reporters use to
loosen your lips. The book is pithy, with easy-to-read chapters broken down
into numerous sub-heads--making it easy to find exactly what you're looking
for in a hurry.
Jones takes you inside the heads and brains of working journalists. He
explains how they think, how they react, and what they have the power to do to
you if you don't play by their rules.
I read an earlier edition from cover to cover and referred to it so often in
my consulting practice that the book literally fell apart from use. When I
scanned this 8th edition, I got lost in it AGAIN, long past my bedtime.
Reading it will make you much smarter, much savvier and much better prepared
to meet the media when bad news strikes. Even if all the stories about you are
good (yeah, right), please don't do another interview unless you read this
Major Barry Johnson, NATO public affairs officer --
I must admit, as a Public Information professional I at
first found Jones' writing style and key points for working with the media
rather simplistic. But as I continued reading, I found myself marking and
underlining passage after passage.
As a spokesman and media relations officer within NATO, and
having just returned as a spokesman for NATO operations in Macedonia during a
major deployment of troops, I wished I had read this book before I went there.
I was doing as many as 20 interviews per day ranging from live stand-ups with
CNN and BBC, to radio call-ins and newspaper interviews representing media
This book reinforced everything I learned leading up to and
during that experience, stating clearly what's important and why, as well as
many tips and techniques that seem rather minor but are really quite important
when push comes to shove and you find yourself face-to-face with a reporter.
I will use many points from this book to further refine my
own training program for senior leaders within NATO and to prepare them for
interviews. A great resource that has found a prominent place among my
Tim Birr, public information officer for government, law enforcement and
emergency services, Portland, Oregon--
This continues to be the best book ever written on media
Clarence Jones, an award-winning investigative reporter in
both print and television, has again updated and enhanced what for many of us
has become the definitive text on the subject. In clear, conversational, and
easy-to-read prose, Jones explains the inner workings of the news business and
offers sage, commonsense advice on how to build positive relations with the
news media, get your organization's activities covered, and manage the
inevitable "bad news" situation that can befall any institution.
The world of media relations is constantly changing and, as
befits the "Bible" of this field, Jones has again updated his book with
analysis of current trends, court decisions, and case studies. As mass
communications has entered the Age of the Internet, so too does this book
offer "up to the minute" guidance on communicating in the 21st Century.
As a PR practitioner with 22 years experience in local
government, law enforcement and emergency services, I haven't found a text
that comes close to providing the practical, up to date advice found here. If
I were reduced to having only one media relations text on my bookshelf, this
would be it.
Best of all, in a time when America has became cynical and
jaded about "spin doctoring," Clarence Jones makes clear, well-supported
arguments for practicing the craft of PR in an honest and ethical manner.
Annette Lee, Director of University Relations, North Georgia State
Iíve watched Jones in action with regional and national
higher education advancement audiences, and once with a roomful of law
enforcement officers. Ostensibly low-key and laid back, heís actually a
dynamic presenter. Jones speaks and writes like a reporter, specifically a
broadcast-news reporter, with a hard-hitting and eye-opening style.
He knows the news media from the inside as well as the
outside. And what heís learned from 20 years of working with clients packs the
pages of this book with exceptionally useful ideas and anecdotes for public
information professionals, as well as for anyone wanting to know about the
news media. Jonesí writing style makes it SEEM simple and easy, but this very
pithy book teaches old-timers like me a thing or three.
Ronnie Arnold, Assistant School Superintendent, Pensacola, Florida --
My only regret is that I only recently became aware of this
publication. It is easily the most comprehensive, yet practical guide to
dealing with the media that I have run across on the market. Jones' work is
very readable and well organized so that you can quickly find information
relevant to your particular need.
Of equal importance, he has kept the book current over the
years. He has successfully adapted to the constantly changing dynamics and
practices of the industry.
Quite simply, I believe that this book is a "must read" for
anyone who interacts with the media on a regular basis. Having recently
acquired an MA in communication studies, I have read my share of books on
similar topics; "Winning with the News Media" simply has no peer