Find out what the reporter wants to talk about. Then, if you feel that the request for information is reasonable, give the reporter your full cooperation. If a reporter calls and you feel caught off guard, tell the reporter that you are busy at the moment and will call back. Find out what topics the reporter wants to cover and, most importantly, when the reporter's deadline is. Formulate brief, written answers to the questions and respond within those deadlines.
Reporters live on deadlines.
Always ask the reporter when the deadline is to respond. Honor the deadline. Don't avoid the press. Return reporters' calls. It is better to be frank and open with the press than to avoid them.