Henry Kissinger, when Secretary of State in the USA in the 1970s used to stride into media conferences and declare: "Anyone here got any questions to go with my answers?" Now, that's the attitude you need when dealing with tough media interviews or media conferences. Too many people go into these encounters worrying about what the journalist might ask them instead of worrying more about what information they can impart to put some sort of balance into the interview equation.

You see, in any issue based interview, the journalist is going to come at you with negative questioning and, if you do nothing to counter that, the whole interview will end up as a negative quagmire from which it will be almost impossible for you to escape with any dignity intact.

After several decades of television news and current affairs experience and an equal amount of time media training I can honestly say that the rules for handling tough media interviews haven't changed at all and I can't see that they ever will. You have to stand up for yourself and not let the journalist browbeat you; you have to make sure you get some of your "equalising" positive points across; you have to do it in an as entertaining way as possible within the confines of the issue and you certainly have to do your preparation which includes filtering what information you should be imparting as well as working out your main two-to-three points you want to get across in the interview.

Other points, that apply to all media interviews, are to keep your language simple but powerful, be concise and never forget the audience you're talking to through that journalist ' who they are and where they are? Also remember to avoid using that awful phrase, 'no comment'. At the very least, give the media the reason why you can't comment as this provides the journalist with something useful for his/her audience. This helps you as you could otherwise look and sound either arrogant of as if you're trying to hide something.

Don't mimic the politicians and ignore the question. Politicians invariably have very low credibility because of this. Be seen to answer the difficult question but stay general. Then, try to counter with some positive aspect and go very specific. Don't be boring, actally paint a piucture with your words so the public can see what you mean, not just hear it.

Use mirth again any way-out accusations. It works a treat. Use the same technique if you try to put down the journalist. This latter technique usually fails if attempted in a serious manner.

A so-called doorstop interview can be rwal trouble. Try to avoid them until you are more experienced. Remember that the journalists in a doorstop are playing to opposition news directors as well as to their audience. Many a career change has taken place as a result of some vicious questioning at a doorstop interview. If you can't avoid the doorstop, make an excuse to check the latest details to get back inside and do a mini-preparation, say 3 minutes, and then go back into the fray but be in absolute control.

If other media outlets have already printed/broadcast wrong information, use your interview to counter that so the mistake is not propagated.

Finally, always remember that it's YOUR interview as well as the journalist's.