To get the most out of any media opportunities, either as part of regular IT features, or to back-up news stories, company spokespeople often need to be interviewed by the media. These are obviously a golden opportunity to shine and boost your chances of more influential coverage. So the more prepared you are, the more you'll get out of them.  Although a lot comes down to common sense and being fully briefed, there are several do's and don'ts and useful tips to help you get the most out of them. Media training sessions can prove both extremely useful and tend also to be quite a lot of fun. In addition to making company spokespeople aware of various golden rules, role plays using real journalists can help people get to grips with some of the typical approaches and possible traps. Several IT companies, including Microsoft and many of its industry partners, have benefited from this kind of media training. Other companies call on Clear Communication for guidance and training on how to improve their overall public relations approach.