The Accidental Headline

The book is based on Willard's 30 plus years working either as a reporter, editor, communications director for government leaders or as an international public relations executive.

In the book, Willard explodes the myth of "spin" as a serious exercise and concentrates more on advising clients on solving fundamental problems, and then on how to communicate key messages to target audiences.

The book was written either for the CEO or politician, or for those who would advise those in leadership who necessarily meet with the media in order to enhance their own or their companies' reputations.

A former managing director of Burson-Marsteller's operations in both Russia and Ukraine, Willard was a member of the perception management company's crisis simulation team.

The book offers step-by-step practical advice on communicating messages, and backs up those points with key stories on "accidental headlines".