When businesses present themselves in the media, often two different worlds collide: As an executive you are accustomed to making decisions based on facts and figures and to present complex situations in an analytical way. However, with the media, you will learn a new way of communicating: Each and every  question offers you the opportunity to communicate your own messages. The media needs an interesting story and simple statements in 30 seconds. With  professional preparation and intense training it will be you who takes the initiative, thus using the interview to the benefit of your enterprise.