A brief, informative primer on how to attract media coverage and successfully communicate a point of view through (and in spite of) the news media. Communications consultant Hilton is the author of On Television: A Survival Guide for Media Interviews; The TV Inquisitors; and Behind the Scenes: Reagan vs. Mondale. Here. he offers the novice a step-by-step approach to the basic skills necessary for attracting press coverage and surviving interviews with the news media, particularly TV, where ""impressions outweigh substance. . .; manner has more impact than matter."" If that wasn't enough, he goes on to say that ""ultimately the importance of your cause is less important than the style in which you sell it."" He then follows with sound advice on how to develop a persuasive and winning style in dealings with the news media. Because communicating one's point of view can often be difficult, he offers practical and insightful advice regarding the technique of ""bridging,"" i.e., the art of turning defensive questions into offensive statements and support. Other chapters offer valuable advice on how to conduct a news conference, manage press relations and handle a radio interview. A concise and witty manual, primarily for businesspeople, but also for anyone who has anything to communicate to the public.