State the most important fact at the beginning. Place your own headline on the answer. Attack problems in your answers, not people. Do not repeat offensive or negative language. Do not let other people put words in your mouth.
Direct questions deserve equally direct and forthright answers.
Do not exaggerate the facts. Ignore cameras and microphones. Talk to the reporter. During videotaped interviews, it is all right to stop your statement and start over. Keep your composure, even if a news reporter gets snappy.