Do you find talking to the press stressful and unproductive? Are you aware that this should be free publicity for your business but you feel you're not making the most of it? This book is here to help you. Guy Clapperton has been helping clients with his media training course for over a decade, ranging from people in multinational IT companies to very small businesses indeed. A journalist for a quarter of a century, Guy has first hand knowledge of how interviews can go well or badly - and how people have made the most of publicity to get the results their business needs. In this book you will hear about: Setting realistic targets and objectives Guiding interviews into your target areas Communicating well with journalists Responding to harsh reviews Researching your audience when you want to bypass journalists And a great deal more. If you want to market and brand your company using the press as your medium, this is essential reading.