One of the biggest reasons people mess up their media interviews

It's the Achilles heel of way too many spokespeople. And it's completely preventable if you know what to do. The #1 reason why people underperform in media interviews is that they don't make the time to prepare in advance. You don't need a ton of time. Just 20-30 minutes. But for whatever reason, spokespeople seem to think they can improvise a media interview and have it go well.