In a world of breaking headlines, media training is more important than ever. Staying calm while surrounded by cameras, microphones and journalists can be overwhelming for anyone.

Don’t get caught off guard. Tackle the problem before it arises by learning how to:

1. Take advantage of your spokespeople’s personalities and strengths instead of trying to change them
2. Adopt and test protocols to prepare spokespeople for bad news when it strikes
3. Answer questions and deliver information in compelling language and quotable sound bites.

Remember that the media is not an advertising firm, and that their intention is usually to inform the public with a fair, balanced story. They are not interested in promoting your company, and pushing them into mentioning your business may cause some backlash. Instead, be thankful for being recognized enough by your industry to be interviewed. Successfully handling interview questions may mean a future invitation or follow-up interview.