This is a concise reminder that media interviews are not like other conversations.  The journalist wants to create a story for his/her audience (see the example of expanding into the journalist’s country).  As the subject matter expert, your message may or may not directly impact the outlet’s audience.  Your job is to find intersections in the agendas and to convey your points.

I particularly like Tip #4 – stick to what you’re asked and what you want to say.  Mistakes happen when you wander off topic.