A recent interview on Hardball provided a painful reminder on how important it is to prepare for a press interview. Texas state senator, Kirk Watson, was interviewed by Chris Matthews regarding his support for presidential candidate Sen. Barack Obama.

When asked repeatedly to highlight some of Sen. Obama’s legislative accomplishments, Watson tried unsuccessfully to bridge away from the question, but ultimately revealed a lack of knowledge about the candidate he had publicly endorsed. It was hard to watch, but as I did, I realized how easily this debacle could have been avoided with a little preparation.

Regardless of how many interviews a spokesperson has facilitated, it is important to prepare for each one. Don’t blow off the preparation. In my experience, I have seen the seasoned spokesperson fail to read the briefing or neglect to internalize the information from a prepared rude Q&A, choosing to just “wing it.” This approach is definitely a gamble, and while it may work sometimes, it is a good idea for spokespeople to fully prepare for each interview in advance to avoid missing key messages and losing face in front on an insistent reporter. This is a gamble that makes every PR professional cringe – because all it takes is an aggressive reporter to turn an amazing interview opportunity into a public bungle.

In the Hardball situation, Kirk’s interview was likely more damaging to his own image than it was to Sen. Obama’s because it exposed his lack of knowledge and thus eroded his credibility for supporting a candidate he wasn’t fully informed about. Additionally, Kirk Watson’s advisors should have thoroughly prepared him for what is already seen as a difficult program that often throws “hardballs” at its guests.

As you approach your next interview consider the risk you are taking by not investing time to prepare. Are you comfortable gambling with your company’s public image and your position as a thought leader?

Here is a quick summary of things to do in preparation for every interview to ensure the spokesperson is fully equipped for each interview.

These are some of the best practices we use to help our clients prepare for their interviews with journalists and analysts. The consequences of over-preparation are far better than the consequences of conducting an interview unprepared.