Edited for television—CNN, ABC and the 1992 Presidential campaign

Public Relations ReGw

predicaments and how we extricate ourselves (Cupach) contain insights that can help anyone struggling with di&ult client relationships. However, most of us don’t need a serious academic study to understand that the degree of pain in a hurtful message is influenced by the intent of the speaker, the existing relationship, or the subject matter of the hurtful comment! While I welcome the opportunity to explore di&rent facets of communication, I would opt to use a library copy. Myra Blackman, APR M. Blackman Public Relations Athens, GA Matthew Robert Kerbel Editedjiw Tebvision-CNN, ABC and the 1992 Presihntkl Campa& Boulder, CO, Westview Press, $59.95 hardback, $18.95 paper, 1994

This in-depth look at TV coverage of the ‘92 presidential campaign makes great reading for the news or political junkie. Former TV newswriter Kerbel did a detailed analysis of 10,329 statements about the campaign, on CNN’s major newscast, “PrimeNews” and ABC’s “World New Tonight”, during the first ten months of 1992. Reading the first half of the book, the detailed statistical breakdown, is like taking an aspirin without water: it’s hard to do, but somehow you feel it’s good for you. But don’t quit! The second half isfascinating stuff, with material drawn from 44 lengthy interviews with network staffers. The breakdown of content for the two major evening newscasts shows that the economy was by far the most covered subject, with taxes and unemployment mentioned most. Only a tiny percentage of the coverage made reference to specific foreign policy matters. And there was a lot of TV time spent on “non-issues”, things like Bill Clinton’s draft status and Gennifer Flowers-stories that came and went quickly. His study shows that ABC was more analytical than CNN, more often putting facts into context, and answering the question, Why? And that CNN paid more attention to Ross Perot than did ABC. Other than that, he finds almost no differences in what the viewer saw in overall coverage on the two network newscasts. Television news has been described as being like a large order of burgers and fries: it’s sustenance, but loaded with fat and cholesterol. Kerbel explores charges of tv superficiality and the medium’s sincere concern with the need to spend more time on issues and less time on the “horserace”. Perhaps the most interesting part of the book is the insight into “life in the bubble”, what happens to news people assigned to a candidate month after month, constantly part of the traveling road show: the candidate, his staff, the press, the plane, the bus and all the electronic gear that’s needed to get a story out. And he 396

Vol.20,No.4

Rook Reviews

looks at the relationship between the field correspondents in the bubble and those who call the network shots in the “room without windows” (New York for ABC, Atlanta for CNN). News is not an absolute. The first definition of news this reviewer heard from a journalism professor many years ago was that news is anything the viewer hasn’t heard before. Kerbel concludes that news of the campaign was what the TV news people thought it was, that is was defined by their expectations and beliefs. At the same time, he concludes that no partisanship was shown in the amount of TV coverage by CNN and ABC. His interviewees feel sure they can separate analysis from opinion and can interpret events while maintaining their journalistic objectivity. Kerbel says this happens despite the cynical coverage that is commonplace in references to candidate motivation and behavior. One network interviewee expressed it well: “I’m an equal opportunity iconoclast. Whoever it is, I don’t believe them.” A healthy attitude for sure, as another campaign year, 1996, draws closer. Howard Back Howard Back & Associates Woodland Hills, CA Richard Ott with Martin Snead. U&ash& Productivity! Yaw Guide to Unlocking the Secrets of Super lbjimnance

Burr Ridge, IL Irwin Professional Publishing, 245 pp., $23.00, 1994 Despite any unsubstantiated pretense of scholarly rigor, this book has value-perhaps great value-to public relations practitioners and scholars alike, and the material it presents for the most part is probably scientifically sound and, thereby, highly valuable. In highly readable prose, the author credibly defends a type of thinking that would be greatly useful in the work place. Indeed, most readers will see themselves in his many examples of unproductive behavior. Noting that everyone depends on us for productivity, the author reminds us that others can only create an enriching environment that can nurture our productivity; beyond that, we must help ourselves! Ott says there are certain productivity barriers that impede our ability to produce. While we cannot get rid of such barriers we can take specific measures to circumvent them, neutralizing the barriers as they pop up and unleashing the productivity we inherently possess. He identifies these barriers as: (1) worry; (2) erosion of energy and enthusiasm; (3) negative emotions; (4) action avoidance; and (5) “When” disease. Thankfully, there also exist five productivity “thrusters,” which Ott identifies as (1) patience and relaxation; (2) highly concentrated attention (HCA); (3) micro-macro vision; (4) visualization; and (5) creative thinking. Ott reasons that, once you start welcoming adversity, you’ve made the adversity Winter 1994

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