"The purpose of this book is to provide the reader with a comprehensive overview of the world of political media. It explores how it all began, how science views it, how it functions, who has influence over it, and where it is headed.
What could a saber-toothed tiger and Albert Einstein possibly have to do with political communication? And what does a politician who uses the Nirvana tactic or the 'dead-cat' strategy do?
The relationship between politics and the media is an eternal cat-and-dog friendship, undeniably characterized by mutual dependence. Journalists need juicy material, and politicians need prominent media exposure. Some politicians manage to get the media to play from their score, while others—though aware that the press is the fourth estate—struggle to keep the reins in their hands. Gerald Fleischmann, who spent many years as a press advisor to leading Austrian politicians, takes stock of every significant technique, tactic, and strategy politicians use in the public eye. In his book, he offers a behind-the-scenes look at the world of political media, presenting it in an entertaining way, with colorful anecdotes and instructive, sometimes shocking cases, providing readers with countless 'aha' moments."
