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You Are the Message by Roger Ailes, Jon Kraushar (With)

Preface XV 1 The First Seven Seconds 1 First Impressions 3 Easy Money 5 Communicate Or Die 6 Face Value 7 Mirror Image 8 Listen Up 8 The Mask 9 Conversationally Speaking 10 The Ten Most Common Problems 11 Boyhood Lessons 12 From Handkerchiefs To Hollywood Stars 13 2 Television Changed The Rules 15 Quick-Cut Communications 15 See It and Say It 16 Wanted: Alive, Not Dead 17 3 You Are The Message 19 The Reassurance Issue 20 Defining Goals 20 Stockman's Other Book 21 Access To The President 21 Let Reagan Be Reagan 22 The Pepper Drill 22 The Unmentionable Topic 23 One for the Gipper 24 The Composite You 25 Are You A Winner? 26 A Personal Inventory 26 The Unforgettable Bennett 27 Making Sense of Your Senses 28 The Morning Show 29 Test Your Senses 30 Observe or Die 31 "Don't Change Me" 31 Remember Back 32 It's Always A Dialogue 33 The Guest Meter 33 The Good News 34 Hopeless? 35 Happy to Be Here? 37 Speech-Reading Tips 37 4 Instincts and Rules 41 Organic Speech 43 Vocal Variety: the Spice of Speech 44 Words and Music 45 Tape and Ape 46 If You Care, They Care 46 Absorb/Project 47 Launching 48 The Eyes 50 Say What the Audience Thinks 51 Feelings 51 Between the Lines 52 Breaking Through 53 The Nonstop Talker 54 Your Listening Ratio 55 5 Poor Reception 56 A Tally of Losses 56 Try Listening 57 Be Specific 58 Listening Tips 59 The Words Get in the Way 61 Talk Less 62 6 The Four Essentials of A Great Communicator 63 The First Essential: Be Prepared 64 Where to Start 65 Speak the Speech 66 No Cop-Outs 66 A Preparation Checklist 67 Make it Your Own 69 The Second Essential: Make Others Comfortable 70 We're Only Human 71 Getting Comfortable 71 The Light Touch 73 Other Positive Attributes 74 A Hard Case 75 The Third Essential: Be Committed 76 The Fourth Essential: Be Interesting 78 Style Versus Substance 79 The Five-Minute Manager 80 The Best and the Brightest 80 The 30 Percent Solution 82 7 The Magic Bullet 83 A Trick Shot 84 Optimists and Pessimists 85 An All-Time Favorite 86 Christmas 1965 87 It's No Joke 87 The Spokesman 88 Losing the Like Vote 89 I Hate His Guts 90 8 The Double-Edged Sword 91 A Range of Emotions 93 The Personal Touch 94 Pressing Too Hard 95 Qualifications Versus Qualities 96 The Glass Ceiling 97 An Evolution 98 The Hassle Factor 98 Redirection 99 Some Advice 100 "Bilingual" Communications 101 Measure Your Attitude 102 9 Beyond Charisma: Control of the Atmosphere 104 Have You Got it? 105 LBJ 107 The Kennedy Brothers 107 From Here to Eternity 108 Rocky's Punch 109 The Gauntlet 109 Your Charisma Quotient 110 Control of the Atmosphere 111 Mission Control 112 Risk and Reward 113 Bar None 114 Depth Charges 114 Climate Control 115 Unspoken Giveaways 116 Space and Time 116 Playing for Time 117 Social Security 118 Pullback Gestures 118 Hail and Well Meant 119 Test of Strength 120 Control-of-the-Atmosphere Quotient 121 10 An Ounce of Energy is Worth A Pound of Technique 122 Focused Energy 123 A Natural State 123 Positive Energy 124 Jack Benny's Secret 125 Life Force 126 Rx for Energy Crises 127 In the Lion's Cage 128 Commitment 129 11 Lighten Up, You're Wearing Everybody Out 131 The Bottom Line 132 Your Responsibility 132 Ego Questions 133 Heir Apparent 134 Dead Uncertain 134 Part of Your Job 135 A Sense of Humor 136 Your Humor Quotient 137 Outside the Dots 137 The Showman 139 To Be More Humorous 141 Begin With Research 141 Relevance 142 Rhythm 142 Rehearsal 143 Relaxation 143 Risk 143 12 Okay, Ailes, Fix Me: the Ailes Method/Course 145 The First Thirty Seconds 146 An Alternative Approach 147 "Image" 147 Checklist 148 Candor 149 Mirror 150 The Hundred-Year View 150 The Transformation 151 "I'm Not an Actor" 152 Don't Be Afraid to Perform 152 Job Interviewing 153 Checklist 154 Do 155 Don't 156 One That Got Away 156 Eye Dart 157 Can't Hear You 157 A Hot Dog at Fifty-Three 158 What's Going on? 158 Fear 159 13 Even Heroes Get Scared 160 Are You Ready? 160 Temporary Paralysis 161 Perspective 162 Short-Range Versus Long-Range 162 The Best Right Now 163 The Mind 164 The Worst 164 Two Kinds of Anxiety 165 Antidote to Fear 165 The Pill 166 The Big Red Arrow 167 Hey Barney! 167 The Perfection Block 168 Overdrive 168 Vulnerability 169 Hizzoner 170 Energy 171 Rooting for You 171 If You Fumble 172 A Good Trip 172 14 "Making it" in Grandma's Eyes 174 The Miracle 175 Guilty Till Proven Innocent 175 Girding for Battle 176 No Place to Hide 177 The Journalist's Job 178 Two Views 179 Only Kidding 180 On Or Off? 181 Selling Others Out 182 No Lies, No Apologies 183 15 Media Tactics: Scoring on Defense 185 Who Sets the Agenda? 187 Plain Speaking 189 A Search-and-Destroy Mission 189 Golden Rules 191 Repositioning 192 A Rule of Thumb 194 Dress 195 Crowd Control 196 A TV Duel 197 Your Bill of Rights 201 Epilogue 203 Appendix Chapter Highlights 205 Notes 217 Index 219

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