When mistake is caught (and it will be) reporter has to print an embarrassing correction or retraction. Believe me, your number will be gone from their Rolodex in an instant.

If you are not sure of answer to a reporter’s question, say these words: "I'm not sure, let me check." This sentence is only acceptable response. Winging it will invariably get you in trouble. Tell reporter you’ll look into it, and call back soon.

Which is better?

If you can link your expertise to Topic A, you stand a great chance of getting media coverage for yourself. Jump onto that story and hold on tight.

Often, Topic A involves politics. As a subject-matter expert, your job is to explain, not to take sides. When each side has a proposal, you simply describe what effect of President's plan will be, and what effect of Congress's plan will be. Much of discussion is held on political shows, where people are constantly arguing. Avoid these types of programs, and stake your claim in consumer and business oriented shows. There are plenty. Let noisemakers make noise, and while they do, you shed light.