1. Know why you want to talk to the media. What do you hope to achieve in talking to the media?  Before you talk with a reporter, know what you want to accomplish, even if they catch you by surprise.
  2. Know your audience. Then understand who your audience is. This will help you craft the appropriate messages that resonate with the right audience.
  3. Know what you want to say. Have a few key messages you want to convey and stick to those messages.
  4. Don’t hide anything you don’t want them to find later. When speaking to the media be concise and thorough and tell them everything that you can with in reason.
  5. “Off the record” or “For background only.” As a general rule, if you don’t want it in print then don’t say it.