Reporters ask questions, that is their job, but sometimes that can be a problem. You might be wondering:
Will the reporter ask the most important questions?
Sometimes. But if not, you might pass up the chance to make your key points unless you're prepared.
Damage control: Before the interview, write down the three or four most important points you want to get across. If the reporter doesn't ask questions that lead to those responses, weave the topics into the interview. If you must, take your cheat sheet with you so you can refer to it during the interview.
What if the reporter asks a question I don't want to answer?
The question may be relevant to the story, but either you are unprepared for it, or you don't want to answer it.
Damage control: You can use a technique called "bridging" and bridge from the reporter's question to the answer you really want to give. Examples:
"That's a good question, but we find that people really want to know whether."
"Actually, that relates to a more important concern."
"I'm glad you asked that question because it focuses on a significant issue facing all of us.
Never let the reporter control the entire interview. But use the bridging technique sparingly, or you'll sound like you're running for office.
If you want to learn more tips about how to handle the media and their questions, see Special Report #1 "Damage Control: How to Keep the Media from Making a Mess of Your Story."