Their answers are too long, creating opportunities to be quoted out of context. On television, their facial expressions and body language may show nervousness. Using some of the following fundamental media principles, you can be more comfortable and appear more believable when you are in the media.
News is about conflict and controversy.
When you are in the news, expect that reporters will be looking for the negative, and will present it in a way that will appeal to their audience. The most important part of the interview process is preparation. Before the interview, find out what the reporter wants to know, how much he or she already knows about the story, who else is being interviewed, etc. Then do your homework. Prepare to answer two or three really though questions - questions you hope won't be asked.