There are three important rules for interacting with the media: Prepare; Prepare; Prepare. Develop a media-ready kit for your organization. Learn how to be interviewed while remaining confident and credible. Learn how to answer tough questions. Be ready for the reporter showing up at your event. Be ready for a crisis situation. Answer effectively during a phone interview. Learn ways to be professional and connect with viewers on TV and listeners on radio. Understand ways to develop and use messages that benefit your organization.