Below are some recommendations I’d have for entrepreneurs going down the path of journalist interaction. This advice generally assumes a “worst case scenario” :
Know your preference: No press or wrong/biased/negative press?
Much of the time when the press covers your company or project, the results won’t match your expectations or ideals. If publicity about your work is strategic and useful to the company, some amount of inaccuracy/negativity is affordable. But you should know the balance ahead of time. Far too often, entrepreneurs presume that press is a good, desirable commodity and will suffer unduly to achieve it. The truth is that with a few, relatively rare exceptions, press will not make (or break) your startup.
Have a clear, compelling, unique message to share.