Don’t let a newspaper or magazine interviewer put words in your mouth – it can lead to negative quotes appearing.  Use the form of words you believe appropriate, rather than feeling you have to allow them frame the debate.  Often journalists will use a pejorative word or phrase in their question, and the risk is that the interviewee then tries to refute it.  However in the process he or she neatly gives the journalist a very defensive or negative quote—as in:  “Many people would say that by your sharp rise in prices at a time of increased profits means you’re overcharging your customers?”   “Well I wouldn’t say we’re overcharging, but …“   Then, the story is all about your company “denying accusations of overcharging.”  Instead put it in your own words, such as “we believe the price increase is justified, because…”