11 How the Media Create Meaning in the Minds of an Audience: Powerful Messages and the Art of Spin

MODERN BUSINESS EXECUTIVES have to be ready to speak for their company, their brand, and themselves when opportunity—or pressing need—comes knocking. In this chapter you’ll learn techniques and secrets for defining your message successfully and communicating it powerfully so that it will connect with your public. We’ll also spend time talking about the media and PR’s dirty little secret—the art of spinning—and what it means for you. First, let’s look at what my colleagues and I tell our clients who are about to go public.

Top Communications Professionals Share Their Strategies

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