During the October 14, 2003 PRSA luncheon at the Junior League, Tripp Frohlichstein of Media Masters shared tips for making the most of every media interview. He told an audience of nearly 100 about the importance of "message mapping," the practice of focusing on the single most important message you want to communicate.

Tripp shared video clips of numerous opportunities where spokespersons from politicians to entertainers had been given the opportunity to share their message only to let it slip by. Paramount in their mistakes was talking about themselves or what was in something from them and not the audience they were trying to reach or the people whom they wanted to serve.

Tripp said your message becomes your home base. It’s key to effective communications. Before every interview, it's important to know your home base. From the home base, communicators can begin to develop positive points. The positive points are primary messages that support your home base. Positive points should be backed up by positive proof points. These are quantitative facts that prove your statements to be true. A message map combines your home base and positive points in a way that is easily understood by the audience and easily remembered by the spokesperson. Tripp cautioned the audience to always make all messages relative to the audience.

Other tips from Tripp: Be positive. Avoid negative words such as no, not, never, nothing and none. Be honest. Remember your audience is thinking WIIFM (What's In It For Me?). Show your pride. Don't be defensive. Keep your answers short. Avoid jargon. Tell stories and use analogies. Maintain good eye contact with the interviewer. Never say "no comment' or make "off the record" comments.