Chaz Brooks, Director, Chaz Brooks Communications has the know-how that is needed to create a successful and lasting impression with the media, and to eliminate the fear that comes with interviews

When it comes to press interviews, the prospect of communicating in a one-to-one situation - even if it is just by telephone - can seem daunting. This easy guide will address this common fear, and help you get the most out of the journalist's time.

The first thing to remember is that you and the journalist are both simply trying to do your job, even though your aims may be slightly different. Don't panic: this does not mean that only one of you can come out ahead. It's actually very easy for both of you to achieve your goals; after all, you are both relying on each other!

From the very start of the interview, make sure to keep the main aims of the interaction fresh in your mind: you are there to build relationships with your target media, and to highlight the most important aspects of your service or product. It's important to give the impression that you are an expert in your field, and the best way to do this is simply to be professional! After all, in the journalist's eyes, you are simply an approachable representative for your field of work.

However, it is also important that you remember the journalist's aims, as well, so that you can build a lasting professional relationship that will benefit both of you. The journalist is obviously looking for news for his/her publication, and, just like you, to create new contacts that are reliable and worthwhile.

To make the best impression, remember that preparing for (and concluding) the interview is just as important as how you come across during the conversation itself. If you're meeting face-to-face, this preparation involves organising the venue, and choosing a location that is close or easily accessible for the journalist. Also, although it sounds like common sense, make sure that you both know and have agreed upon the time and date for the interview, and that it is convenient for both of you.

If you have arranged an interview over the telephone, creating an environment with as few distractions as possible is essential. Also, make sure that everything you might need is at hand, so you don't panic during the phone call. During the interview, present all the information in a clear and straight-forward way, so that the journalist can easily get the information that he or she needs. To really make a good impression, be sure to contact the journalist after the interview to say thank you, and to invite him/her to contact you for more information at any time.

Lastly, remember is to relax. Always remember that you're in the same position as the journalist: you are both there to share and gain information. The ability to stay focussed and concise throughout the interview will benefit you both enormously, as it will allow you to convey your key messages efficiently, and will also make the best use of the journalist's time.