Executives who WANT media attention for their companies, their products or their reputations have never had more opportunities to win that attention. There's a wide range of media outlets today from broadcast to broadband, and all of them are hungry for good stories.

So if you've won media attention, how can you be certain you make the best use of it? That's where media trainers come in. Their job is to prepare executives for the unique interaction that is the media interview; to help that executive or spokesperson put their best foot forward each and every time.

Media trainers work through the use of mock interviews and scenarios, putting executives through the paces of realistic interactions with reporters. Many trainers work by videotaping their sessions and writing mock articles, coaching executives through both the content of what they say and the execution. It isn't easy meeting the succinct demands of both broadcast and print reporters, making sure your points get made briefly and powerfully.

But how can you be sure you select the right trainer to help you prepare? Here are some things that will better the odds on ensuring a good fit:

PICK A MEDIA TRAINER WHO HAS WORKED IN THE MEDIA

Sounds simple enough, but don