This groundbreaking book simplifies everything for the PR professional and those non-professionals thrown into the mix. For starters, it explains that there are four problems that exist in all newsrooms. The first is that the Beast is Handicapped. Journalists are overworked, underpaid, under-resourced, and generally live a high-stress lifestyle. The Beast is also Hungry, Harried, and Human. Only when people understand the commotion of the newsroom can they successfully use the media rules to obtain effective publicity. This book addresses a fundamental need of all CEOs, marketing directors, politicians, and other leaders: “How can I safely harness the power of the news media to send my message to the public?” provides the answer to this question through a powerful new methodology that demystifies the publicity process; it identifies the handicaps that are common to all media outlets; and then in a judo-type move, it turns those dangerous attributes into a goldmine of opportunity.