When running a startup, and you either want the press to talk to you, or the press decides that you're an interesting story.
Larger companies have PR people to handle that kind of thing. In a startup, though, it could easily be a programmer who talks to the press, because there isn't anyone else.
There are courses on how to speak to the media. They are aimed at CEOs, politicians etc, or anyone who might need to speak to the media. Often taught by reporters, or ex-reporters.
I’ve done one, I’d recommend it. I have rarely talked to journalists, but the skills are useful in any situation where you’re being ‘grilled’, like a job interview.
Larger companies have PR people to handle that kind of thing. In a startup, though, it could easily be a programmer who talks to the press, because there isn't anyone else.