Set goals for every appearance
Keep thinking O-S-T-A: objective, strategy, tactics and audience
Hammer home your key messages
For interviews, keep answers - especially for TV or radio - to about 10 seconds each. Remember the Key Message!
Nothing is 100% off the record
Whatever you say - anywhere - can follow you around endlessly and perhaps disastrously. If you don't know the answer to a question, say so. Then later on, be certain to get back to the reporter with an answer.
Don’t say or do anything you don’t want repeated, even if you’re told it’s "off the record."
Watch your body language
Before on-camera interviews, if there is time, do some exercises or walk around to relax your body.
Also:
Stand up during phone conferences. It will make your voice more energetic and authoritative.
To check notes during presentations, move your eyes, not your head.
Don’t fidget in your chair or with any stage or podium props.
Don’t look at the ground, sky or camera during your responses since this could be interpreted by the audience as inattentive or evasive body language.
Be in control
If the interview goes off track, stop it.
If you are being taped and want to try again, say so.
Don’t let reporters start an argument with you. Instead, look and sound calm and controlled.
Stay alert
Make a connection with the reporter
Anticipate questions and prepare answers. Ask for a pre-interview.
Learn about the medium, reporter and audience well before the interview.
Smile.
Say, “Thank you.”
Communicate your Key Messages
Distill your message.
Keep a clear agenda. Know what you wish to accomplish and what you want to say.