Press Kit
Don't forget your press kit. Include the information about your event and hand it out to the media. This info will help them write the story but also helps you have more control over the news since you're supplying them with the crucial info.
Your Media Contact's Availability
Don't forget to make your media contact available for questions. If a reporter has additional questions, they need to be able to get a hold of your media contact quickly. Be sure to include the media contact's phone number and any other contact info within your press kit.
Employees With Experience
You don't have to limit your event's spokespeople to your own media contact. If an employee can give a better soundbite because he's had more experience developing and working with a certain product, by all means, make him available for questions.
Prepare Your Statement Beforehand
If you do plan on talking on-camera or to a newspaper reporter, think about what you want to say ahead of time. It can help to have a friend who's not familiar with your business to read over your press kit and ask questions they have. From these questions as well as some brainstorming of your own, come up with a list of answers. You don't want to sound rehearsed but you don't want to sound unprepared or saying "Umm..." a lot either.
You also want to consider the different types of mediums. Newspaper has different needs than television and vice versa. A newspaper reporter might ask you questions that are much different than a TV reporter. Each medium has different ways of presenting your news so they'll need the type of that suits their audience the best.
When a Reporter Doesn't Show Up
The station or newspaper may very well send a photographer or videographer instead of a reporter. That doesn't mean your story isn't important to them. They wouldn't be there if they didn't plan on giving your story coverage so treat whoever shows up very well.
If a videographer is lugging his gear, don't hand him a press kit right then. Offer to carry it for him until he's been able to get the shots he needs. Treating him or her like a second class citizen will make it back to the station and could hurt your chances of future coverage.