Cite human interest examples. Don't assume a reporter knows anything about the topic. Restate key points for emphasis. Never restate a negative question, which strengthens the reporter's hostile point. If you don't know an answer, say so, but offer to find out the answer for the reporter.
Evasive answers can lead to negative stories.
Volunteer important information. Reporters appreciate information that adds to the story and leads to further questions. If the interview is on TV, look at the reporter, not the camera. If you got information wrong, call the reporter back as soon as possible to clarify. Don't be intimidated by a reporter's silence.