Winning with the News Media Book Reviews

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 book first.

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 world-wide.

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 professional books.

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 relations.

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 University --

I’ve 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, he’s 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 he’s 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. Jones’ 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