Make sure your product or service does what it says it does and your information is accurate. If you're asked a question that sounds unfavorable to your organization, try to respond or get back to the reporter with the information. Also remember, candor usually equals credibility. Know your outlet before you call.
Same principle applies to TV or radio.
See that individual as a peer and colleague. If they're brusque in the moment, they may be having a bad day. Simply ask if there's a better time to get back to them. That said, believe in your story . The best p.r.