Reporters love that phrase and search for it in every story. Practice dealing with reporters. Have a colleague or friend role play with you. Try to determine the types of questions you may be asked and then answer them. Have the other person try to follow up on the answers you gave.
Bad jokes are worse than none at all.
If there is a very difficult question you MAY ask to think about it for a minute. Press the positive side of what you do. Have a 3x5 card with message points ready. This will help determine who will set the agenda for the interview. You want to assume control gently.