Introduction "Art happens--no hovel is safe from it, no prince may depend upon it, the vastest intelligence cannot bring it about." --James McNeill Whistler The curse of our business is that it looks easy. Everyone can talk, so people believe they are experts, and that anyone can do it. That's because the great talented broadcast personalities and communicators make it look so effortless. But communicating powerfully in a way that will get, keep, and grow audiences is not easy. It is very hard work, requiring craft, skill, desire, experience, and training. If you have the desire for the work, this book will give you the methods and professional standards that can help you succeed, wherever you are in