Know what you want coverage to be, and work with reporters so they understand your position. Keep the message simple. When making a statement or responding to a situation, choose words or phrase that are brief, but catch the essence of your position. Be particularly succinct in print interviews to limit the possibilities that they can manipulate the message by taking quotes out of context. The words, phrases, or terms used to describe the issues are extremely important.
Advertisers spend hundreds of thousands of dollars developing messages they want sent to consumers.
Repeat the main them or press line throughout the interview as often as possible. Then return to that point again and again. Target your audiences. Before you begin scheduling press interviews at random, identify who you are trying to reach, taking into consideration your choice of medium and the time of coverage. Target the media.