One of the most anxiety-filled steps to take when implementing a media relations strategy is conducting a media interview. You’ve heard the horror stories: “gotcha” interviews with unexpected questions, aggressive or uninterested reporters, spokespeople who say, or even wear, the wrong thing.

But the truth is, earned media opportunities—especially those that include interviews or on-the-record quotes—are one of the most effective ways to raise awareness for your brand and get the word out about your mission or product. The important thing to remember when presented with the opportunity to speak publicly about your business is that preparation is key.

“I believe we live in a world where it is possible – and critical – to lead and to succeed without sacrificing character, kindness to others, trust, honesty and personal values, and those are all beliefs I developed from watching my parents every day.”