Try to 'bridge' the answer to the reporter's question to the subject of one of your major points. Don't just give a YES or NO answer to the questions. If you don't, the reporter will. Don't let the reporter pressure you to go beyond the bounds of your stated position. Don't be a stuffed shirt.
Some executives adopt a cool, clinical demeanor.
This may seem professional but isn't interesting and mostly reveals an insecurity about being interviewed. Be open and honest. That doesn't mean you have to give away the store, but being friendly, direct and positive makes you more believable. That question, in one form or another, is a staple of all interviews. This is one you can count on being asked.