They do expect you to be honest. Respond honestly when the truth hurts, and you may see a negative story. Get caught in a lie, and the negative stories may stretch into several news cycles. That's true when you call reporters to pitch a story. And it's true when reporters call you.
Reporters have agendas.
Your competitors and critics have agendas. Know your agenda and stick to it. Tell your story. Be responsive to reporters' questions. But try to bring every question back to one of your key messages.