If you know you re likely to be called by the press on an issue, think about what you want to say in advance. Better yet, write it down. Practice delivering your message. If you can give a good quote or sound bite, you ll be more likely to get your message across to readers or listeners. Remember, the press are people, too.
Reporters are professionals, doing an important and difficult job.
They know you re likely to be nervous or defensive when they call. All they want is a chance to do their job in the best way possible. So make it easy on them, and on yourself. Respond to the press without panic, and respect their deadlines. Always be honest, even if the truth hurts.