Most book publicity campaigns include interviews with authors as part of their promotional programs. For writers who are outgoing and natural extroverts with a knack for winning over audiences, they are easy. But for people with quieter and less salesman-like personalities, they can be challenging. As a result, media training is an excellent investment and confidence builder before starting a round of interviews. It includes rudimentary dos and don'ts and advice about getting across the key messages that will encourage people to buy your book. Almost every writer will benefit from attending a course.

Preparation is the recipe for success, and arriving at an interview ready to answer questions with well-thought-out responses means everything. The best interviewees manage to lead the conversation while allowing the interviewer to appear in change. It's a fine art, and practice is the best way to learn the skill. Many authors who do well in TV, radio, and podcast interviews find themselves being asked back on future occasions. It provides exposure and personal visibility that can support upcoming books or help with business – many non-fiction authors use their book PR to market their businesses.

When you answer questions in an interview, it's essential to stay on topic and not let your comments wander. The interviewer will appreciate your response to their question, and the audience can follow your thoughts more easily. Speaking in short sentences makes you more understandable and helps you think in headlines or bullet points. Pause as you're speaking, and try to talk at a pace that's easy to understand. Many media trainers record their clients on video and give comments during playback. Seeing yourself on screen may remind you of things to do that you hadn't thought of initially.

What do you do if you don't have the answer to a question? Be honest and offer to get back to the host later with the requested information. It won't often happen if you're prepared and the interviewer stays on the subject of your book. But unexpected things are bound to occur in an unscripted conversation, and if you handle them smoothly, the audience will understand. It's important to come off as knowledgeable and likable, and your media trainer can suggest how to do both. You can add some information to your answers that vary from the question but do just what is necessary.