When a reporter calls with unexpected questions, you should:

Answer as many questions as possible
Say 'no comment'
Take their contact details and phone back later

Reporters should be regarded:

As friends - their job is to bring out the best in you
With courtesy and respect.
With suspicion & contempt

Before agreeing to an interview you should:

Insist on seeing the final story.
Check whether the reporter has a history of negative reporting.
Advise the reporter which issues you can and cannot comment on

Writing and practicing key messages before an interview will:

Undermine your spontaneity
Make your responses seem too rehearsed
Help you deliver your most important points
Make the reporter suspicious

Reporters are judging you:

Once you begin the interview
Once the interview is over
From the moment you answer their phone call
Once they start writing their story

During an interview you should:

Start with your conclusion, and offer supporting facts
Offer supporting facts and end with your conclusion
Give as much information as possible - the order doesn't matter

If an interviewer begins with a misleading or false statement, you should:

Ignore it and proceed with the rest of the interview
Correct the statement
End the interview

During a radio interview, your answers should be:

Louder than normal conversation
Quieter than normal conversation
Emotive
Descriptive

If you don't know the answer:

Say No Comment
Try to stay in control by guessing or bluffing
Complain that the interviewer is getting off the subject
Admit you don't know the answer, and offer to look into it

The best interview answers are:

Comprehensive with lots of detail
Brief with short words and short sentences
Long answers that demonstrate your knowledge and understanding

Reporters are like:

Detectives - you have to answer their questions
Judges - they have total power over you
Staff - there is mutual respect, but you are the one in control
Gangs - they can't be trusted

An interview means a story is guaranteed:

True
False

During a television interview you must:

Always look at the camera
Always look at the cameraman
Always look at the reporter
Look at the reporter during questions, and the camera during answers

One of the best ways to support your argument is to provide:

Real examples
Convincing rhetoric and Industry jargon
Detailed data and analysis
Endorsements from colleagues

The best shirt colour for television is:

White
Light blue
Brown
Grey