"At Ease With the Media" is designed to help an organization's spokespeople manage exchanges with journalists to win-win outcomes.

The book begins by explaining that excellence in media relations is based on balance. On one side, the spokesperson wants to help journalists get their stories by answering questions in clear, concise terms. On the other, the spokesperson wants to achieve a strategic gain-by using the exchange to influence the attitudes, opinions and behaviour of specifically-identifiable audiences important to the organization's success.

Along the way, spokespeople...