Everyone wants to make the most of a media opportunity, yet much preparation goes into a successful interview. At your best, you finish up knowing that you said what you wanted to say, the way that you wanted to say it. At worst, you’re uncomfortable, say the wrong thing, or after the fact wish you’d made points that didn’t occur to you in the moment.

The goal, then, is to be ready – to be proactive rather than reactive. Here are three critical steps in preparing for an interview that can help you convey your thoughts more clearly and confidently:

Think

Knowing your audience, or audience analysis – is primary. Who’s doing the interview and what do you know about this person? Also important: who’s your target audience, what do they care about and need to hear about? The more you can find out on both fronts, the better.

Write

Potential questions
Think about and write down the questions you expect to be asked. Consider the context of the interview and what’s been going on and write down everything that come to mind. You also need to face up to questions you dread, that you hope not to be asked – the ugly and awkward, the embarrassing and controversial, the ones you have no idea how to answer. If you do this step, you’re half way home.

Potential answers
Now look at those questions and jot a few notes. Don’t write out answers and memorize them – you’ll sound scripted and phony. For questions you have no idea how to answer, turn to the people who can help you – with facts and an approach that is positive and neither apologetic nor defensive.

Key messages
Sometimes reporters don’t know much about your business, or choose to take the interview in a negative direction. Yet you know what your audience needs to hear your story. Jot down a few points you intend to get across. Then, listen for opportunities to work these messages in during the course of the interview. This helps shape the direction of the interview that simply responding to the questions as given will not. It also enables you to move from defense to offense when the going gets tough.

Talk

Practice, but don’t rehearse. You don’t really know what you think until you hear what you say. Have someone ask you the questions you’ve written down and see how it goes. Better to hear what you’d like to say differently in practice rather than wait until the interview and be surprised at what comes tumbling out of your mouth.

Media interviews can have a significant impact on your story, your company and your reputation as a leader. Take time to prepare effectively and you’ll likely have a positive media experience.