Donald Trump offers a one man media-training course. His interview skills are excellent and that’s a big part of the reason why he receives a lot of media attention—not just today as he contemplates a run for President, but for most of his business career. Leaders and business professionals seeking to improve their communication skills and media skills can learn a great deal from Trump, whether or not they agree with his politics. Here are 5 techniques that make Trump the toast of the media.

Reinforce your brand. The Trump brands stands for quality and elegance. How do I know? Trump has told me—not directly—but through the hundreds of interviews I’ve seen him give on television and in print. Trump always brings it back to what the brand stands for. If he’s restoring a club house he’ll say he’s replacing the “cheap” lights with beautiful chandeliers imported from Austria because Trump National members expect the highest quality. Trump’s wardrobe also reflects the brand. He wears expensive suits, his own signature Trump ties, and elegant shirts with French cuffs. He reinforces the brand in his words and his wardrobe. It’s not enough to talk about what business you’re in. Tell us what your brand stands for.

Wear passion on your sleeve. Before I became a media-training and communication skills specialist for some of the world’s largest brands, I was working full time as a television anchor and correspondent for CNN, CBS and other media properties. It didn’t take me long to realize that the guests who were invited back had an abundance of passion for their topic. They loved talking about it. It’s not a skill you can teach. If you’re not passionate about your subject, it will be very difficult to become a media darling. Trump has said time and again that the secret to business success is to do what you love. People who enter the real estate profession because Donald Trump made money in real estate are completely missing the point of Trump’s message. “It’s all about passion,” he once said. “If you really love what you’re doing, you’re going to succeed. If you don’t like the business, you’re not going to do very well.”

Bring it. Trump once said that without passion you have no energy and without energy, you have nothing. He’s right. Passion and energy are closely correlated. When Trump gives an interview, he leans forward, makes strong eye contact, and uses animated but natural hand gestures. He’s expressive and energetic.

Tell stories. Trump is a master storyteller. Donald Trump tells stories in nearly every conversation—stories about his personal business negotiations and stories about deals that were won and lost. He always ties the story back to the theme of the interview or the speech. Neuroscientists will tell you that our brains are programmed much more for stories than for abstract ideas. Tell more of them.

Be available and have an opinion. Trump seems to be ubiquitous in the media these days and yes, he does get a ton of exposure. But the truth is that Trump and his staff get hundreds of media requests per week and they turn down far more than they accept. Most leaders and business professionals do not get nearly as many requests as Trump so they should be far more receptive to the requests they do receive. I’ve rarely, if ever, turned down a media request regarding one of my books. I’ve cut vacations short to fly to New York to appear on CNBC. Trump is working all the time, even on the golf course and that means he’s always available for interviews. He’s always in a position to promote his brand. I can’t tell you how many times I’ve tried to get an interview with someone only to hear, “I’m pretty busy. Can we do this next week? No, we can’t do it next week. When the media calls it means they need an interview now. Those who respond quickly will be called back again and again.

In addition to be being available, it’s also important to have an opinion. Trump might be appearing on a show to promote a book, a new property, a hotel, or a television show, but he’s open to answering questions on just about anything—from China to Charlie Sheen. Once you hold yourself up as an expert, you should expect questions on a wide range of topics. Masterful spokespeople bring it back to their brand or their product, but they are willing to address other issues. Remember you’re on a “news” show, not QVC.