The most important thing to remember for any interview: stay on topic. I ask clients to repeat this like a mantra before they go on the air, or even when on the phone with a reporter.

A print reporter gets maybe 700 words to do your story. A TV or radio reporter has two minutes. So your interview shouldn't be hours long.

Dont give them more than they need. Its too overwhelming for them, and can divert the story to a tangent. Tangents have a place in intellectual dialogue; when youre talking among colleagues. Remember this formula always: in mediaworld, almost all the time, tangent = someone elses story, not yours, getting talked about.

Sure, you can become a reporters friend by steering them to new resources, trends, and information. But dont feel obligated to point out all opposing points of view, or to lead them to those who may dispute you. Who needs that?

Remember... becoming buddies with the press is a good thing but our ultimate goal is to attract prospects and clients.

To avoid these pitfalls, practice your answers to the questions you expect before the interview. Whether its on- or off-camera, your interview has no do-overs. So make your mistakes while practicing for it.