First and foremost, come prepared. In the Internet age, it is very easy - and nowadays expected - to conduct extensive research on a prospective employer. Web sites, online directories, and many other resources are readily available, so take full advantage.
In addition to demonstrating knowledge of the company, research can help you understand - and convey to the interviewer - how your skills and experience fit into the company's structure.
Secondly, provide examples to prove your points. If you have great media relations experience, be ready to describe particular "hits." If you can explain how you pitched the journalist and achieved the result, even better. If you have work samples, volunteer to show them and give some background information.
Do your best to be calm and natural in the interview. Maintain eye contact and do not get nervous. Nerves are probably the number-one cause of bad interviews.
One more bit of advice: Don't be overconfident. There is a thin line between confidence in your ability and cockiness.
Steve Seeman is VP at Makovsky & Company.
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