You know the type: The real estate magnate who always provides the perfect sound bite, isn't rattled by tough questions from media, and who never seems to sweat. Is this person simply a natural when it comes to interviewing? Probably not. It's more likely that he or she has had extensive media training and years of experience. As with many other skills, practice makes perfect.

But if you are a novice, don't despair. By keeping some basic tips in mind, you can help ensure that your interactions with media lead to positive accurate coverage of your business:

• Develop messages. Think about why you have granted an interview. What is the key message that you want to get across? Write it down, keeping it as clear and concise as possible. An example of a key message is “We offer the widest selection of properties in the Manhattan market.” Now, what three points can you make to support this message? Write these down, too. In the example above, the supporting points might be:

  We have properties in many key Manhattan zip codes;

  We own more properties in those zip codes than any other local landlord; and

  We have low-end, mid-range, and high-end properties.

For telephone interviews, it's useful to keep a message cheat sheet with those points in front of you. But once you've identified a brief key message and supporting points, you can easily memorize them.

• Get Tough. Think about all the tough questions a reporter could ask you. You many want to involve your colleagues in this process. Once you have created a list of difficult questions, answer them. By doing this, you won't be caught off guard during an interview.



• Conduct a Mock Interview. Have a colleague play the role of a reporter and interview you. If you have a television interview scheduled, you may want to videotape this practice session. Alternatively, consider participating in a media training program. These programs, which usually last between a half day and a full day, are offered by experts, including former journalists and performance coaches. Many executives find this intensive training useful.



• Do Your Homework. Reporters often solicit commentary on recent industry developments and trends. Make sure to keep up with current events. On the day of your interview, read the morning paper, listen to the radio and watch TV, so that you are informed of breaking news that could be brought up during your interview.



• Stay on Record. Some reporters regard everything you say as on the record. In general, it's safer to avoid “off the record” requests.



• When in Doubt, Delay. In you get an unexpected call from a reporter and you feel unprepared, ask if you can have a little time to obtain the facts you need, and promise to return the call as soon as possible. Then do so. Similarly, if a reporter asks you a question you cannot answer, be honest. Say you don't know and that you'll find out the answer, then do.



• Avoid Jargon. Unless a reporter writes for a highly technical publication, it's unlikely that he or she will want to delve deeply into technical details. And even if the reporter has technical expertise, the publication's readers may not. The more accessible the information you provide, the more likely the reporter will use it.



• Consider “No Comment” a No-No. By saying “no comment,” you may set the stage for an adversarial relationship with a reporter, who may seek other sources of information. It may also connote guilt. In most cases, there are alternatives to a “no comment” response.



• Adjust Your Approach According to the Medium. Print interviews and television interviews require different approaches. In print, it's usually what you say that matters; in television, it's often more important how you say it. Keep in mind that many television viewers watch a program emotionally, not intellectually. For this reason, appearance and attitude are extremely important




It's easier said than done, but make every effort to let your personality come across. Try not to be too stiff or unnaturally outgoing. Maintain eye contact with your interviewer. Remember, you're having a conversation — not delivering a speech.

And, as your parents probably told you when you were growing up, neatness counts. Shirts and blouse should be ironed and tucked in; collars and ties should be straight. Avoid loose jewelry and other distracting accessories. Finally, as long as it's appropriate, smile! Viewers may not remember what you say, but they'll likely remember you as a friendly person — someone they'd like to do business with, or from whom they'd like to buy products.

The key message here is that by following the above rules before and during your interviews, you will have more control over the outcomes. And better outcomes — namely, positive and accurate coverage — mean better business. You can quote us on that.