The whole process Tom seems to be proposing is totally contrary to what Media outlets (no matter their parent company) do to make money and gain viewers. People need to be able to process information coming at them with objectivity and make judgements not only on what they hear but on who is telling it to them.
So with this spinning in my head, these are the questions I've come up with...
1.) Where do you first learn about fears, and then actions in an emergency or dangerous situation?
2.) Who is the most influential person(s) in your life in your formative years to allow you to process information effectively?
3.) How does one re-program people once they have been conditioned in one way?
I think before one decides how to market a book, one must decide what audience should be approached to get the most impact in the long run.