BE COOPERATIVE. Reporters need your comments for stories. If you make yourself available to answer their questions, they will appreciate it because it makes them look more professional.

DON'T BE DEFENSIVE. Attitude is everything. Stay calm, remain in control in all situations.

THINK BEFORE YOU ANSWER. Reporters are often in a hurry because of deadline pressures. Don't feel rushed or goaded into giving quick answers. Speak clearly with the proper rhythm. Avoid cliches.

DON'T TRASH THE OPPOSITION. or anybody else, for that matter.

AVOID "NO COMMENT." It makes you look like you have something to hide or are guilty. Try to find a response to every question.

LISTEN TO THE QUESTION CAREFULLY. Make sure you understand the question before you answer. If you don't understand, ask for clarification or have them interviewer repeat the entire question.

IF YOU DON'T KNOW, SAY SO. Talk about what you DO know, don't talk about what you DON"T know. That is better than giving incorrect, misleading or damaging information.

NO "OFF THE RECORD." Everything you say is quotable. If you don't want your words to show up in tomorrow's paper, don't say them. You are always "on" with a reporter.

PERSONAL APPEARANCE COUNTS. Maintain good eye contact with reporters-- don't worry about the camera. Keep your voice strong/ animated.

PERSONALIZE. In one-on-one interviews, use the reporters' first name whenever possible. It helps you take control and makes you sound more confident and conversational.

SAY "THANKS." Your final actions in the interview may leave the strongest impression with the reporter. Make every encounter a memorable one--chances are you'll get more favorable stories in the future?