Apply the "so what?" test to your story. What is the message that will make the journalist sit-up and listen?
Never, ever, lie to a journalist.
If you have bad news, explain how it happened, explain how you are going to deal with it, and explain how you are going to move forward by highlighting the positives.
Never, under any circumstances, tell a journalist something you do not want him or her to know.
All journalists want the story, and will do what it takes to get it; but remember to treat them as the human beings they are.
Make sure you know your story and your message inside out.
The Rule of Three - any audience will struggle to remember too many facts and figures and points. Keep your messages to three to maximize the chances of them hitting home.
Use visuals to make your presentation more interesting - be a little different and get remembered.
Be yourself, smile, and enjoy it.
Most important of all, for interviews or presentations, practise, practise, practise.