This document provides guidance on effectively working with the media, including tips for interviews and crisis situations. Some key points covered are: establishing trust and two-way relationships with media; being prepared with clear messages and facts; selecting an appropriate spokesperson; sticking to your central message and answering only the questions asked; and remembering that there is no such thing as "off the record" with reporters. The overall message is that media interactions require honesty, conciseness, and being an expert who can communicate effectively to the public.