Don't assume that a reporter understands financial planning. If anything, assume the opposite until proven wrong. See if you can't develop a couple of questions for the reporter that delicately explore their subject-matter knowledge. Freddy Newshound may cover personal finance, but hes no expert. He may have started on the beat yesterday and not know a T-Bill from a municipal bond.

Fill in any necessary gaps so that the reporter can grasp the significance and context of your story. Making assumptions about a reporters knowledge base is risky business.

You can also enhance the reporter's understanding of your topic by avoiding industry jargon. Youd be amazed at how much of it creeps unconsciously into our daily language. Save it for professional peers except for an elite few trade press reporters, the media will be confused by it.

Near the end of your interview, recap and gently probe to ensure the interviewer has understood your main points. Many of them are adept at making it sound as if they know whats going on. Sometimes they dont. Judge too, by the questions they ask, whether they are absorbing your information properly. Trust your instincts if you fear the reporter may be misunderstanding, act firmly and proactively to set the interview straight. It's better to do this now than when its already on the air or in print.