Interviews often start with a bang, but end with a whimper. That is, the questions are typically the most hard-hitting at the beginning or soon after an interview starts.

Very often, however, the reporter or host runs out of steam - and questions -  and coasts to a conclusion. It's not uncommon for them to ask something like, "Well, is there anything else you'd like to add?"

This is a golden opportunity. The response should never be, "No, I think we covered everything." 

Even if you did cover everything, you always want to take the opportunity to restate your key points and remind listeners and viewers of your central message. This is absolutely critical if it's a live interview and you have what amounts to free air time to promote your company, product and brand.

So, your response might go something like, "Well, I just want to thank your for the opportunity to talk about our expansion plans. And, I think it's important to again say how excited we are at (Company name) to be able to add jobs and help boost the local economy."

And, much more could be said, based on what you're trying to communicate through the interview. The point is to never pass up the wrap-up question at the end. Have your message so well thought out that restating it in various forms becomes second nature to you.  

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If you're preparing to face the media or engage in a one-on-one interview, you may be wondering what to expect. What are reporters like? What are they after? What are they thinking?

The answers vary, depending on experience and subject, but overall they're all after pretty much the same thing: a story. As such, the more you can help them tell their story, the more important you become to the reporter. As a result, the better your chances of getting your own story across.

Here's a checklist to determine if you or someone else at your firm should take our Mack Media Training.

You don't understand the media
You've never spoken with a reporter and don't know what to expect
You have spoken to a reporter, but it didn't go well.
You need help crafting your message
You need to boost your presentation skills

We can help you with all of these concerns plus many, many more.

The best press conference is the one that results in the best press coverage, in terms of both number and tone of stories.

What many people overlook are the details that it takes to get those results. Follow these eight steps and you'll improve your odds tremendously.

1. Select a newsworthy topic. The Media aren't there to promote you. They want news.

2. Choose a good backdrop. Holding a press conference on location (in front of the school, in a classroom) is almost always more effective than a conference room.

Much of what passes as news these days is a recitation of events and what people say about them. 

In other words, a local fire causes heavy damage and a neighbor comments about the loss; the City Council passes an ordinance and a store owner comments on what it means to her; an elected official makes a speech and someone from the other party offers an opposing viewpoint.

What reporters need

While readers and listeners may benefit from comments like these, what's often missing in today's news cycle is good, effective and well reasoned interpretation of the news. Reporters are constantly on the lookout for effective thought leaders who can add a unique perspective on events or trends. The need is even more apparent when it comes to breaking news.

It's easy to convince yourself of either of two realities: that everyone wants to cover your story or that no one wants to cover it.

Both are probably wrong.

In the first case, no matter how compelling you think your press release or event may be, chances are not every member of the media is convinced. News is like that.

In the second case, no matter how many doubts you may have about the news value of your story, chances are at least one media outlet will be willing to report it. News is like that, too.

So, stop talking yourself out of sending out a press release or advisory. You never know who will show up or call for a quote. What should you do?

Press kits are not always necessary. In many cases, a simple press release will suffice. But when the issue is a bit more complicated than usual, when you want to brand your event or when you're involed in an extended media campaign, a press kit becomes invaluable.

Press kits can be distributed at press conferences or one-on-one interviews. They can be mailed to a reporter ahead of an event to bring him or her up to speed on the issue. They can also be adapted for editorial board sessions, giving the editors the materials they need to understand and, ultimately, support your position or issue. But don't stop there. Go digital.