1. Make sure you know why they want to interview you and what line the questioning will take. If it's for TV or radio, will anyone else be present? Prepare approximately three positive messages about the situation, or what your company is doing, and then work them into your responses. This will help you keep discussion focused on positive items and away from negatives.
   
2. Have helpful and relevant facts and figures to hand to strengthen quotes.
   
3. Get to the point immediately, before you are cut off. Quickly summarise your key points at the end of the interview – think: 'sound bites.'
   
4. Cover the basics by answering who, what, where, when, why, and how.
   
5. Avoid using jargon, or saying "no comment".
   
6. Be on your best behaviour. Do not ever lose your temper or threaten a journalist; they can make or break your company's reputation.
   
7. Keep on track, answering what is relevant to your expertise and refrain from speculating – if you are wrong, it might seem to be a lie.
   
8. Don't let a journalist stroke your ego, leading you to 'spill the beans.' Remember: whatever you say in the presence of the journalist or a broadcast crew will find its way into the media; hold comments until later. Nothing is ever 'off the record'.
   
9. Research the journalist and their news outlet (i.e. blog, publication, or station/channel); use the internet to discover the way they write and learn how they might pose questions to you and use your answers.
   
10. Be aware of and respect all journalists' deadlines. Treat them in the same manner in which you would want to be treated.

These simple guidelines should begin to help you manoeuvre your way through some of the more challenging interview situations you might face.