The adage that it takes a lifetime to build a reputation but only seconds to destroy one or that you only make a first impression once can be applied to a wide array of scenarios, including your interactions with the media. It’s always surprising, then, why so many people think that can just “wing it” when it comes to media interviews. This approach is common across many industries, but especially true when it comes to professional service firms. Whether accountants, investment advisors, lawyers, financial planners, architects, or engineers, subject matter experts in complex fields too often miss the mark when provided with media opportunities. The reasons as to why so many professionals take this view could be the subject of an entire blog post. Rather than focus on the problem, I want a take a closer look at a reasonable solution that works: media training and interview prep.