I’m a big fan of Bull Durham and especially like this exchange between Crash (Kevin Costner) and Nuke (Tim Robbins) on doing press interviews.  Not too far from the truth…

CRASH:      It’s time you started working on your interviews.
NUKE:        What do I gotta do?
CRASH:      Learn your cliches.  Study them. Know them.  They’re your friends.

        [Crash hands Nuke a small pad and pen.]

CRASH:      Write this down.    "We gotta play ’em one day at a time."
NUKE:         Boring.
CRASH:      Of course.  That’s the point."I’m just happy to be here and hope I can help the ballclub."
NUKE:         Jesus.
CRASH:      Write, write–"I just wanta give It my best shot and, Good Lord willing, things’ll work out."

        [Nuke starts writing them down]

NUKE:        "…Good Lord willing, things’ll work out."

Sometimes saying something without saying anything is the best course if you are the one that has to say something (got that?). 

Delivering your message while providing something beyond one dimensional talking points to a journalist is a tough balance.  I always strive to understand what they are looking for (pressing story deadline, area of research, etc.) and help develop the story further with a reference or interesting data point rather than just spewing marketing messages.