Brendan McDonough was the lone surviving hotshot from the Yarnell Hill Fire. His new book is called "My Lost Brothers."
The science of spinning a story
Jason Rose, head of Rose Moser Allyn Public & Online Relations, is considered by some to be the king of spin in Arizona. He explains his job and the decisions made by public figures in Arizona.
Rose says when it comes to negative campaign ads, the client ultimately makes the decision about what they’re willing to do to win. It’s the job of the PR firm to spin the story, or make suggestions that make people believe something. Rose says the beauty of the campaign is that it’s the ultimate marketplace. Voters decide who has gone too far and who hasn’t gone far enough, and at the end of the day they cast their ballot.