It's not about you.
Did you expect a little more?
It really is common sense. When you talk to a reporter, it is not about you, about your client or organization or even about the reporter.
It is about your stakeholders, or your customer or whatever you like to call them. But, it is about people.
Always ask yourself, "Why am I talking to this reporter?"
If the answer is, "I would like them to write a story about my company." Again I would ask, "Why?"
The real reason is because you want to raise awareness, introduce a new product, and so on, to someone. You want a certain group of people to read the story, see it on television or hear it on the radio and then take some kind of action.
My advice: Talk less to the reporter and more to those people that you want to take action.