Even though he became famous in an era of black & white and radio, Tony Schwartz taught core lessons of communication to everyone in the media. Whether they knew it was coming from him or not.
His most famous piece was this campaign spot for Lyndon Johnson in 1964, which, lore has it, ran only once (and never even mentioned the opponent’s name) but was responsible for defeating Barry Goldwater in a landslide.
My mentor, Dale Pon, not only insisted I buy and read Tony’s book “The Responsive Chord,” but that I should meet the man himself, which was an incredible experience. From then on, I made the book required reading among my promotion staff.
Check it out. The things you think you know because you’re smart are probably things that Tony was smart about before we were born.