If your story deals in controversy, beware of questions designed to put you on the spot. Regardless of the subject matter or the radio or TV outlet, much of what you say won't be used unless you are interviewed live. So make each remark count. Learn to speak in sound bites, as it were. That is to say, be clear and concise, and if appropriate, snappy with your answers.
News stories require ten-second type responses.
Talk-show guests can afford to elaborate and expand their responses. Stress poise and articulation in getting ready for coverage. The camera doesn't blink, and it's wise to always consider the microphone on. If you, your company, or clients don't have an obvious hook for catching media attention, that doesn't mean that coverage isn't available. Remember that most news and talk programs focus on planned events or pseudo-events such as meetings, celebrations, speeches, and press conferences.