Cast messages in terms of actions you want your audiences to take. Why you matter What you've accomplished How you make a difference Be consistent in repeating the same messages in every interview to ensure they will be received. Be prepared to support your viewpoint with facts, statistics, analogies and anecdotes. Provide independent experts who will verify what you've said. Every story or news release isn't right for every media outlet.
Reporters are people.
They have bosses and deadlines.