Although the medium by which the news is delivered changes over time, from the decline of newspapers to the rise of the news site - the fundamentals remain the same. What makes a good story and handle yourself during an interview have never changed.

Here's a few media myths that companies must overcome if they are to be successful when being interviewed:

1. The reporter is my friend. A reporter has a job to do ? which is to report. Although the reporter may have been favorable in the past|wrote a favorable story in the past}, doesn't mean you'll get a favorable story in the future.

2. The media is out to get me. Occasionally this might be true, but most often not. Editors are just looking for a great story.

3. This is talk off the record. "Off the record" - just like the words "no comment" - should be stricken from your vocabulary.

4. I must answer every question posed. Remember that you have control over what you do and do not say. Just as the interviewer can choose to ask, you {can choose|are {allowed|free to not answer. Just redirect the question to your main points if you don't want to answer.