NEW YORK, July 2, 2014 /PRNewswire/ -- Earned media is considered more credible and influential on audiences than any other form of content, therefore negative press can result in serious damage to a brand's reputation. PR pros and marketers can take the following actionable measures before agreeing to an interview in order to prevent a potential crisis:

• Research previous articles the reporter has written to determine if they provide a balanced perspective or particular viewpoint
• Ask what types of questions will be asked and prepare your responses in advance of the interview

For more advice on how to secure a positive media opportunity for your business, read the latest article titled, "5 Keys to Giving a Good Interview" on PR Newswire's Small Business Toolkit: http://bit.ly/VFgIr4

PR Newswire's Small Business PR Toolkit is a comprehensive resource that provides small businesses and entrepreneurs the tools to develop an affordable public relations and marketing plan that helps generate interest from potential customers, engage with key audiences and grow their businesses. The toolkit features relevant content such as informative white papers, interactive webinars and how-to articles and premium access to educational resources, as well as the opportunity to take advantage of special offers designed specifically for small businesses. To request information on how PR Newswire can help your small business, click here. You can receive updates on new Small Business PR Toolkit content by following @prnsmallbiz on Twitter.

About PR Newswire
PR Newswire (www.prnewswire.com) is the premier global provider of multimedia platforms that enable marketers, corporate communicators,sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 60 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content -- from rich media to online video to multimedia -- and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.

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Sarah Skerik, Vice President of Strategic Communications 
201-360-6710 
sarah.skerik@prnewswire.com 

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