If you interview someone for a story or use them for a source, be clear about the agenda that might be fueling their point of view.

Follow the money. Who butters their bread? Who syrups their pancakes?

Are they a competitor? Investor? PR professional retained to maintain a specific point of view?

The person might still be credible as a source—in fact, PR folks can be helpful background sources—but you need to be aware of agendas.

And if you decide to use the material, disclose the source and potential vested interests or conflicts of interest.