I'd call it a net positive. Along the axis of "Accept all interviews, wind up in some spectacularly abysmal pieces of journalism" and "Only allow journalism that you've viewed and edited", the quantity vs quality tradeoff, I suspect the best place to be would be the one where the writers who know what they're going to say in advance are filtered, and where the ones who make an actual effort to understand and summarize your position (even if somewhat incompetent) are engaged.
I don't think the saying "any publicity is good publicity" is true, but "shoddy publicity pointing in the right direction" might be.
I wonder how feasible it is to figure out journalist quality by reading past articles... Maybe ask people who have been interviewed by the person in the past how it went?
Thanks. Re: your last line, quite a bit of this is possible: we've been building up a list of "safe hands" journalists at FHI for the last couple of years, and as a result, our publicity has improved while the variance in quality has decreased.
In this instance, we (CSER) were positively disposed towards the newspaper as a fairly progressive one with which some of our people had had a good set of previous interactions. I was further encouraged by the journalist's request for background reading material. I think there was just a bit of a mismatch...
http://www.theguardian.com/technology/2014/aug/30/saviours-universe-four-unlikely-men-save-world
The article is titled "The scientific A-Team saving the world from killer viruses, rogue AI and the paperclip apocalypse", and features interviews with Martin Rees, Huw Price, Jaan Tallinn and Partha Dasgupta. The author takes a rather positive tone about CSER and MIRI's endeavours, and mentions x-risks other than AI (bioengineered pandemic, global warming with human interference, distributed manufacturing).
I find it interesting that the inferential distance for the layman to the concept of paperclipping AI is much reduced by talking about paperclipping America, rather than the entire universe: though the author admits still struggling with the concept. Unusually for an journalist who starts off unfamiliar with these concepts, he writes in a tone that suggests that he takes the ideas seriously, without the sort of "this is very far-fetched and thus I will not lower myself to seriously considering it" countersignalling usually seen with x-risk coverage. There is currently the usual degree of incredulity in the comments section though.
For those unfamiliar with The Guardian, it is a British left-leaning newspaper with a heavy focus on social justice and left-wing political issues.