How to get through a challenging interview

• Develop key talking points in your head and stick to them. No matter what the question is, always return to your key points.
  
  
• It's important to have the right spokesperson. Sometimes it's the CEO. Sometimes it's someone else who has greater knowledge about the specific situation. Whenever possible, determine who the spokesperson will be before the media shows up.
  
  
• Be emotionally appropriate. If someone has died or been seriously injured, look concerned. Avoid nervous laughter. Never appear angry at a reporter or anyone else.
  
  
• Never lie.
  
  
• Don't guess. Stick to the facts. If appropriate, make a commitment to get back to the reporter with answers to the questions that you can't answer right away.
  
  
• Never say "No comment."