Make a list of three to five main points you would like to make during the interview, regardless of what you're asked. Take the initiative, don't wait for the reporter to ask the questions. Remember your three to five key points, and begin making them right off the bat, even if it means going beyond the question you've been asked. It is NOT the reporter. They are conduits for you to get your message across to who YOU want to target.
Reporters often frame their questions to bring out the conflict in a story.
Don't fan controversy. Use simple language, rather than technical terms and jargon. Speak in short sentences. Remember that experience levels of reporters can vary. Seven seconds is the average length of a TV soundbite.