Keeping the Wolves at Bay by Jonathan Bernstein

For more details about Jonathan Bernstein and Keeping the Wolves at Bay – visit his tour page at –

Even if you think you’ll never, ever be interviewed by the media, buy this book and read it cover to cover. It isn’t a substitute for media training. But it will give you the tools and confidence to go head to head–—and possibly even defang—rabid reporters, blood-thirsty bloggers and social networking buffoons who are out to besmirch your good name. (Joan Stewart, The Publicity Hound)

Keeping the Wolves at Bay — Media Training is the definitive “how to” guide for anyone who may have to deal with the media – live, by phone or online – whether they want to or not. It brings readers the best of Jonathan Bernstein’s nearly three decades of crisis management and media training experience, written in a style that’s both entertaining and informative. The material in the book, in various earlier incarnations, passed the test of real crises for many years.

Bernstein takes the readers on a journey that starts “Inside the Minds of Journalists,” moving on to “Getting Ready to be Interviewed” and then segueing to “Media Tactics – Dancing the Dance.” He then provides detailed information on “Media Logistics” for all forms of interviews, and goes on to address some unusual situations – e.g., “Media Training the Untrainable” – in a section called “Special Circumstances.” Finally, he provides readers with bonus materials that they will be able to use, hands-on, right away.

While the author’s focus is on the crisis-related applications of media training, he notes that his clients, have found the teachings to have improved their ability to communicate with many different types of audiences, from town hall meetings to public hearings to investor events and more. His international training experience have demonstrated that the principles espoused in Keeping the Wolves at Bay – Media Training are truly universal.

Take a look at what corporate leaders and leading crisis management professionals have to say about this book.

When you get well known for what you do, the media will want to interview you, which is a good way to get your message out or alternatively, to look really bad. You need to be prepared for interviewers who might tell your story straight — or who might do the opposite. I’ve found that Jonathan Bernstein’s book and training are real-life preparation for whatever can happen, and they’ve helped me get the real stuff out there, and helped keep me out of trouble!

Craig Newmark
Founder, craigslist


Jonathan Bernstein has compiled into one document a career full of take-and-use crisis communications lessons. Written in a disarming and interesting informal manner, it’s both entertaining and readable. Uniquely, “Wolves” provides content that can be easily read as a general overview, or studied in depth as a true preparedness guide. This is a well-worthwhile, current guide for crisis communicators at any level of experience. I trust you will enjoy it as much as I did.

Bruce T. Blythe, CEO
Crisis Management International


Keeping The Wolves At Bay is an outstanding foundation for preparing individuals and organizations for effective crisis management. If you ever to have to engage with media during a crisis you will be very thankful you experienced the mastery of Keeping The Wolves At Bay.
My personal and corporate experience with Jonathan Bernstein was invaluable. I know without his training, professional insight, and vast knowledge of crisis management, many leaders would have had a much more difficult experience managing crises, present company included.

Mark A. Duffy
President, STR Quality Assurance


Jonathan Bernstein’s Keeping the Wolves at Bay is an eminently practical guidance for anyone — business leader, celebrity, politician — who must willingly or unwillingly face the glare of media attention. It appears at a moment in time when the social media and other digital communications have upped the ante exponentially. Bernstein’s practicum on media relations takes on renewed urgency as news, gossip, and opinion now drive public perception virally and at the speed of light.

Happily, Keeping the Wolves at Bay is also rich in anecdote and fun to read. Give it close attention. Those wolves are hungrier than ever.”

Richard S. Levick, Esq.
President & CEO
Levick Strategic Communications

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