Everybody wants the same things when it comes to dealing with the media. First, when facing an audience, they would like to come across as comfortable, confident and relaxed (and they’d actually like to feel comfortable, confident and relaxed, too). Next, they’d like to be able to come up with and deliver a clear-cut, simple message; answer questions in a thoughtful manner; and ensure that the exact quotes, or sound bites, they want get into the story. (A sound bite is a bite out of the sounds you are making with your words during an interview that actually ends up on a TV or radio newscasts). This presentation is a compilation of insights I’ve gleaned over the last years of trying to help clients accomplish these goals in a 2.0 world.