If you want to speak with the media, then you need media training.
Never confuse a reporter for a friend.
This conflation is often the first — and most damaging — mistake that people make when engaging with the press. After all, it’s tempting to get chummy with a reporter. He’s a professional listener who’s eager to quote you. In the glare of the spotlight, you get seduced by his charm and let your guard down.
But here’s the thing. Reporters have a job to do: To serve up the news in a way that’s interesting. You, too, have a job: To promote your side of the story. Inevitably, those two missions will clash.