If a reporter calls you, remember never to say anything you don’t want to see in print or writ large online. You can look like a fool and ruin your career with just a handful of words, spoken in a moment of hubris. Ask the reporter if you’re speaking on the record, or off. If you have advance warning of the subject of the story, write down a few notes about what you’re going to say. You’ll be more quotable, and you’ll have a record of your exact words. If the subject of the story involves a client’s advertising, always refer the reporter back to the client before you say a word.
Remember, nobody ever got ever got fired for declining to comment.