Start with your three points. In most cases, you will have a few minutes before the interview to talk with the reporter. As background, you should send some information ahead of the interview. Most important, make sure your first answer includes one of the three points that you want to make in the interview. Use a story to illustrate one of the three points you prepared in advance.
People remember stories.
Think of interviews you have listened to and you will probably remember a story that illustrated a point. Your job is to make your three positive points. Do not get upset or defensive. Correct any misinformation quickly and then go on to state one of your positive points. This is where your prior practice will really be valuable.