The interview is the most intimate form of dialogue with journalists. It can be made under good or difficult circumstances. Whatever the case, an interview extends a real opportunity for an organization to talk well about itself. At the same time, a lack of understanding of HOW the interview works, WHO you are dealing with, WHAT you should say, and WHICH techniques to use, might make it a very uncomfortable experience.
The good news is that one does not need to be a rocket scientist to become a media savvy communicator. It does however take a lot of time, energy and effort to become one.