When being interviewed by the media, spokespeople should have key statistics up their sleeve to support their viewpoints

Media interaction can complement customer interaction, if approached in the right way.

It is important for media spokespeople to understand the difference between their agendas and those of the journalists that are interviewing them.

Spokespeople need to have rich knowledge of the topic being discussed to give value in a media interview.

The saying “To assume makes an ass out of you and me.” is particularly apt when being interviewed by a journalist or any other media interviewer.

When being interviewed by the media on a topic or market trend, be authoritative, don’t go into sales mode, go with the flow and don’t get personal

The better spokespeople are briefed before being interviewed by a journalist or other media interviewer the better equipped they will be to prepare for the interview.

Whether being interviewed by a journalist from a print publication or on radio or TV, imagine you are speaking directly to the audience.

Companies appoint spokespeople to interact with the media to get their marketing messages across, but journalists have a different agenda.