BOOK REVIEW: Ailes delivers a very strong message

As Fox News continues to best its rivals in the cable news wars, maybe it's worth looking back at how the channel's architect thinks media messages should be shaped and presented.

As Fox News continues to best its rivals in the cable news wars, maybe it's worth looking back at how the channel's architect thinks media messages should be shaped and presented.

In this book (published in 1996), Roger Ailes, Fox News' chairman, offers insights for enhancing message presentation. These include some rather basic but salient pointers: be prepared, be comfortable, be committed, and be interested. Beyond this basic advice, the book may be even more beneficial to PR pros because Ailes shares his take on dealing head-to-head with the news media. For instance, for those answering a reporter's questions, Ailes offers tips for taking advantage of what should be opportunities to shape the story, highlight key points, and convey information that supports your communication strategy and agenda. This book provides a proven master's blueprint for getting your message across before an audience. ----- Title You Are the Message: Getting What You Want by Being Who You Are Author Roger Ailes Publisher Doubleday, 204 pages and a user's guide Reviewed by Rob Jewell, Jewell & Malish Communications, Akron, OH

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