NEW YORK: The launch of former New York Mayor Rudolph Giuliani's book, Leadership, was in full swing last week after a cautious start.
To avoid the appearance of commercializing his 9/11 odyssey from controversial mayor to lionized leader, Giuliani's aides - led by Dan Klores with Giuliani Partners' Sunny Mindel and Talk Miramax Books' media relations staff - counseled him not to mention the book in interviews around the anniversary, and crafted their message to emphasize the title's theme.
"There's a concern that people understand that this book is about leadership," said Mindel, "It's not about 9/11. Obviously, that's going to play into it, but it was written way in advance and includes much more than 9/11."
Leadership, which hit shelves October 1, garnered heavy coverage last week, as Giuliani conducted two SMTs and appeared on various TV shows, including Oprah, Today, Larry King Live, and Hardball.