Hey, the call came in! A media representative has requested an interview. This is your chance to make that first impression and launch your publicity road map. You have spread the word to the media about your marketing consultancy and you have made some connections, sent e-mails, issued press releases and now your moment has come.

You need to make this work. You know the topic, you know the interviewer and you have done your homework. The moment of truth is about to happen. Are you truly prepared? If you are not ready fore the topic, for the interview or the media rep, do not take the interview.

Proper preparation for a publicity engagement is an important preliminary exercise. Many marketing consultants enroll in media training courses. These worthwhile courses can give the consultant a whole new perspective on effective interviewing. If publicity is central to your overall marketing plan, you should take a media training course.

After this course, you will know what to wear, what colors do well on camera, how to appear before a microphone, where to face before the camera and what mannerisms are eye-catching rather than distracting. Like many marketing components, timing is everything. The marketing consultant should realize when to speak and when to listen. Responses should not be scripted but must be concise and newsworthy. Be prepared to substantiate a contrary point of view. That is news. That is what the media is about. The more newsworthy the marketing consultancy is, the more calls for interviews you will receive.

If the media approaches you and you are unsure about the topic or feel ill-prepared, you must reject this opportunity. Consultants who perform poorly or are unsure about the content of an interview will be remembered that way. This can do more harm than good for the consultancy.

Occasionally consultants are linked by the media to certain industries or businesses. Consultants must always respect their clients right to privacy. As a consultant, you are generally not retained to represent the business. Your comments about your projects must be guarded and should be made only with prior approval of the client.

Many marketing consultants learn to relish the notoriety and reap rewards from good publicity stints. To stay on safe ground, consultants sometimes re-work the same material. This will not sit well with the media. The marketing consultancies responsibilities are to be newsworthy, prepared and furnish fresh material. Marketing consultancies that cannot live up to these commitments will see the publicity doors close quickly.