Use analogies to help explain your main points. Don't get mired in statistics and numbers. You are a guest and an expert. Anticipate contrary points of view. A journalist's job is to tell balanced, accurate stories.
Journalists are neither university public relations officers nor cheerleaders.
For balance, they may include other perspectives in their stories. Your knowledge of those opinions can strengthen your perspective and demonstrates your professional self-confidence. Listen to the questions carefully. If the reporter is working from the wrong premise, has incorrect facts or doesn't understand the subject, correct the misinformation first, then answer the question. Television is a special case.