Step 1: Preparation

- Know the interviewer and the context or subject of the interview
- Know your audience (i.e. business readers vs. soccer moms)
- Research the journalist and the publication (listen to the radio show or read previous articles).
- Consider and write down in advance your three key messages – the three main points you want to get across to the reporter, and then practice those.
- Anticipate questions.
- Review your business marketing materials.

Step 2: Levity, Laughter, and Lightness

- Let your personality shine through.
- Relax and have fun, but avoid jokes.
- Keep it conversational but factual.
- Remember, this is your chance to build a relationship with the journalist. Be yourself.

Step 3: Agenda

- Prepare key points in advance
- Bring your own agenda topics
- Avoid just answering questions – the the reporter does not ask questions that directly address things you want to talk about, bridge to your key points.

Step 4: Never…

- Say “No Comment” -instead offer “what I can tell you is…”.
- State unsubstantiated claims.
- Make disparaging comments about competitors products.
- State personal recommendations, stick to the facts.
- Argue with the reporter or lose your cool. If a reporter asks tough questions you have not prepared for, let the reporter know you can get back to him/her with more information.