Not every media interview opportunity is worth accepting. I believe it’s best to be selective and to weigh the pros and cons of each opportunity before saying yes.
Here are some situations in which I’d advise turning down a media interview opportunity:
When the interview is off topic. If your company and your message have nothing in common with the topic being discussed, it really makes no sense for you to do the interview. Just getting your name out there doesn’t make you an expert. What makes you look like an expert is having your name attached to the same message time and time again.