Perhaps unfairly, a very good media interview often does not attract the amount of attention that a bad interview does. People remember bad interviews, but they could very often have been avoided with adequate preparation.
The differences between good and bad interviews may rest on a number of details, although in general is fairly easy to understand when one didn’t go as planned, especially in terms of managing the reputation of an organisation. For example, when an executive fails to demonstrate or reassure the media during an interview that his organisation took the necessary precautions to prevent a seriously negative outcome for the stakeholders ranging from shareholders to clients and to the general public, chances are that that interview will further contribute to the original issue rather than alleviate the situation.