In conducting the interview, researchers should decide who will participate; while journalists generally do not like having a public information officer (PIO) sit in, institutional policy might require it. A PIO can, in fact, contribute to an interview’s success, for example, by bringing up points otherwise missed. The researcher should also understand how or whether to go off the record. Strategies for being interviewed include understanding the journalist’s level of understanding and the nature of their medium. Interviews should avoid technical terms and equations; they should also repeat key points, avoid hype, explain controversies fairly, and make conflicts of interest clear. The researcher can manage questions to avoid pitfalls and improve the outcome of the interview. The researcher should be prepared to supply additional information. A scientist’s style can also be important in an interview—for example, relating personal stories and being enthusiastic and even humorous. Follow-up can include an email to the journalists emphasizing important points, or those neglected. Radio and TV interviews involve special preparation, given they are audio and visual media; news conferences also require a special strategy.