ABSTRACT
This chapter provides the last two pieces in the media handling jigsaw - how to prepare for an interview and techniques to ensure that one get the messages across during it. As success in an interview is so dependent on knowing what journalists want and how to take advantage of it. The chapter serves as a refresher and as a stand-alone guide to media interviews. Journalists only ever play home games. The chapter summarizes the key themes of what journalists want and how to take advantage of it, and considers the most important tips and techniques for improving the chances of obtaining media publicity. It also summarizes a journalist's wish list in four lines: headline, deadline, good line and bottom line. Journalists are great bluffers. Their job involves going into any situation and giving the impression of being in control.
