You've worked hard and the media now wants to cover your company.
Reporters are almost always under tight deadlines.
Always be prepared to react on short notice and, if you have to get back to the reporter, do so in a timely fashion. Reporters want comments that add something to their stories or provide a level of detail that perhaps they didn't have prior to speaking to you. This is precisely the reason some sources are constantly quoted in the media - they know how to be quotable. Sound-bites are even shorter. Your story and your responses to reporter's questions, therefore, must be brief and to the point.