BOOK REVIEW: A keeper for comms pros facing crisis

It's an old cliche to say the time to start crisis planning isn't when 60 Minutes knocks on your door. Unfortunately, a lot of companies still do just that.

It's an old cliche to say the time to start crisis planning isn't when 60 Minutes knocks on your door. Unfortunately, a lot of companies still do just that.

Crisis communications expert Jonathan Bernstein's new self-published book gives a blueprint for dealing with a crisis, focusing on media training for harried execs. Bernstein is president and CEO of Bernstein Communications, a firm he started in 1994 after creating a crisis specialty group for Ruder Finn. This a quick read - most key points are covered in outline form - that will help PR pros looking for a fast overview of media training. A lot of the advice is common sense, but things corporate execs tend to forget when they face the TV cameras. Bernstein outlines a handful of hypothetical crisis situations, and discusses the right and wrong ways to deal with them. The book would have benefited from more of these, or from a look at a few actual situations from recent headlines. Keeping the Wolves at Bay is available at http://store.yahoo.com/crisismanager/index.html ----- Title Keeping the Wolves at Bay Author Jonathan Bernstein Publisher Self-published, 50 pages

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