You're about to score a big press interview that will expose your brand to a new audience and drive meaningful traffic to your website. To represent your brand well and compel the audience, focus on good media training: preparation and practice in advance of an interview. Think of the interview as creating a billboard for your company and having control over how you answer questions and what those responses say about your business. Before the interview, research the media outlet and reporter to understand their style and interests, and prepare by identifying top three messages you want to convey and what you don't want to say. Practice your answers in advance and during the interview, focusing on completing three jobs: setting a foundation, answering questions, and weaving in your top messages. Be prepared for obstacles like losing train of thought or getting asked tough questions, and know how to navigate these moments by buying time, confirming and following up, pivoting away from unwanted topics, and being clear about what you don't want to discuss. After the interview, follow up with the reporter to offer thanks and connect on outstanding needs, complete any follow-up items, and be sure to read/watch/listen closely to learn and improve for next time.