Your executives and key staffers may seem natural performers but if you throw them in front of the hacks they risk being torn apart.
A smooth performance in the media comes from training and preparation.
A news conference can be a minefield but not if you have trained for it and are prepared for even the most outrageous, dishonest, personal or confrontational questions.
A television camera can be your ally if you are aware of your posture, your movements and your speech.
If you have a microphone you do not need to shout.
Who is your audience? Are you preparing a fire-side chat with employees or a grilling in parliament?
Do you need to do damage control on national television or are the media interested in your story, success or insight?
Be wise, talk to me.