You all know what to think of archaeologists, right? We are the brothers and sisters of Indiana Jones and Lara Croft... not.
When I was still studying, one of the colleagues explained to us about the public image of archaeology, about the problems with bad press (or not-easy-to-understand press), and how to deal with press people and journalists. What I remember from that as the most important lesson is: It's not the journalist's job to learn about archaeology. It is your job, as the interviewed archaeologist, to give the journalist correct and concise information, in a way that he or she can easily use it for the piece. That was highly helpful!
If you want an in-depth treatment of the topic, you are in luck: Doug has written a multi-part blog post about archaeology and journalism, and I highly recommend reading it if you are in any contact with press people or journalists, even if you are not an archaeologist. Go read part I of Archaeology and the Press right now.
(To top things off, he's also posting about Archaeology Publishing at the moment, another series of posts... also very informative.)