I'm a big believer in start off with positive. Start by telling people what they should do not by telling people what they don't do. So I'm going to practice what I preach right here. The number one thing you can do, whether you are an in house, PR consultant, an outside PR agency, or just a friend or advisor, or an assistant to someone who's about to do a media interview, the number one thing you can do to really help them is to actually practice on video and these days, you can just pull up your cell phone, do a practice interview, where you're asking them questions, questions you think the reporter host is likely to ask in that situation, whether it's a regular interview, a talk, show a press conference, and then get your colleague, your client, your customer to look at the video. And here's the tricky part.

Keep doing this again and again. Until you and your colleague Both really like how it comes across the style and the substance. So I want to leave you with that. To start off with that's the number one thing you can do is really give them a Video Example of them doing a great job.