When news breaks, journalists are looking for experts to give their audience legitimate insight and analysis.

But what happens when that expert is you?

The prospect of speaking on the record, whether it is in print, on radio or on TV, can trigger a visceral response no matter how experienced you are.

From excitement and elation to horror and even feelings of inferiority with a dose of imposter syndrome.

If it is one of your very first media engagements it can really send the heart racing.

But I always say if you aren’t feeling nervous or a little uneasy then media isn’t for you.

These feelings are natural and demonstrate that you care.

Something all media trainers will agree on, you should use that emotion to your advantage when delivering your commentary.

To calm the nerves, seek advice from a media professional in your network ahead of the engagement. For Media Stable members, this is what your media engagement manager is for.

This will help you gather your thoughts, understand what to expect, and deliver your performance with confidence.

Ahead of the interview there are three important questions you should always ask the producer:

• Who is your audience?
• What direction are you looking to take the piece?
• How long have I got?

Journalists and producers are only too happy to answer these questions because they also want to see experts excel in their appearances on their platform. But why do we ask these questions?

It is important to understand what is expected of you and what you can expect from any media engagement. It will ease your nerves and bring clarity to the task at hand.

If timing isn’t right or the matter isn’t in the best interest of your personal or business brand, you should pass on the invitation to engage.

But when the timing and topic is right, this preparation will help make you the best commentator you can be and give you the confidence to say yes whenever the media come calling.