Determine what the reporter is looking for. If you need time to prepare an answer, tell the reporter that you will call back within an agreed-upon amount of time. Remember that reporters are usually on tight deadlines. Know what you want to say. Have one message that you state first and no more than three supporting points with which to convey it.
Reporters look for conflict because conflict is news.
They pose questions designed to draw out whatever conflict may exist around an issue. You can manage this tendency by sticking with your message and by framing it positively. If a reporter includes negative words in a question, don't repeat those words. Think in advance about any sensitive issues and plan what you will say in response to any questions on those issues. Translate every technical term into layperson language.