Off the Record: Confessions of a Media Consultant.
(Book)

So you think witty soundbites come naturally to slick corporate executives appearing on TV? Jim Cameron's funny and insightful tales about his 40 years as a news reporter, media trainer and public relations consultant pulls back the curtain on public relations tricks and techniques. You'll get the inside story on how Jim Cameron prepares spokespersons to match wits with skeptical reporters on television, radio, newspapers and online. Readers in the business of influencing the news media will receive a healthy portion of sage media advice along with tasty tidbits of backroom drama, hardball negotiations, creative sleight-of-hand, and a little humble pie. Consumers of the media will learn to tell the difference between well trained PR spokespersons and arrogant interviewees who learn the hard way not to wing it with an experienced journalist. - Amazon.