CNN interviews presidential candidate Ron Paul. Paul begins with quick, short answers and then tells the journalist “Why don’t you go back and see what I said yesterday on CNN?” Paul continues to answer questions and later says “and it’s been going on 20 years that people have pestered me about this. CNN does every single time. When are you going to wear yourself out?”

Later in the interview, the journalist says “These things are pretty incendiary.” Paul responds “Because of people like you.”

While the journalist continues the discussion, Paul pulls his microphone off his suit jacket. As he continues the process of removing the microphone, he says “Goodbye.”

This exchange between CNN and a presidential candidate is not black and white. The person conducting the interview is to some extent awkward in how she delivers her string of questions. And she continues to question him on the same matter even though Paul feels he’s answered the question then and countless times before.

Paul’s critics may use this interview as more ammunition to question his character. Paul’s supporters may applaud him for toughness and dub CNN the “Clinton News Network.”

You don’t need to run a campaign for president to come across a confrontational interview with the media. Even small business owners thrilled about their upcoming media opportunity may without warning smack into a reporter determined to dig up a serious news story instead of delivering a “fluff piece.”

Be ready. Prepare yourself for any question about your business. Be equipped for any inquiry about your industry that has little or nothing to do with your company. If you find out ahead of time who is interviewing you, Google that person and watch the tone of some of their prior stories.

Maybe the reporter isn’t being reasonable. Maybe the reporter is playing a game of “gotcha!” But stay professional and let reporters sink themselves by appearing unfair and badgering. I once watched a local TV personality drill a local politician with one question after another. The journalist probably assumed viewers saw the questions as an attempt to keep the local politician honest. Most people I talked with thought the journalist went over-the-top, tried too hard to appear tough and frankly looked silly.

Journalists are not always fair. They may ask you the same question 20 times in a different way. You may feel ambushed. You may feel angry. You may think you answered the question 10 years ago. But don’t prematurely take off your microphone. Be the bigger man or woman. Take the high road. Always practice for the worst. Have prepared answers. Have prepared statements if you must answer the question over and over.

Some TV news people use the expression that something makes for “good TV.” Ending an interview before the reporter is ready makes “good TV” for some broadcast journalists. Your behavior, not your business, ends up making the news.

Some viewers may not have heard or been only slightly aware of the questions CNN asked Paul. Taking off your microphone early and appearing aggravated give media (and everyone on YouTube and social media) an excuse to play your performance over and over. Now the question you’re tired of answering is getting even more attention.

As of Monday, more than 96,000 people on YouTube watched Ron Paul’s clip with CNN.