Having the opportunity to appear in a print story or, better yet, on camera for a TV report, is one thing. Making the most of the opportunity is quite another.
It takes time to craft the perfect sound bite.
Let's suppose you get a call from a reporter or you've successfully pitched a reporter on interviewing you. What happens next?
Before you can begin to think about your response, you need to glean from the reporter what she wants to discuss and the general nature of the questions. It's unlikely a reporter is willing to actually show the questions in advance.
Armed with the knowledge of where the interview is headed, you can now craft your message. Here's your goal: You want to actually serve the reporter the quote or sound bite you'd like to see him use in the story. How?