Check out this blog post by Emily Peters, a post-doc in I on E. She has some great "lessons learned" about working with the media including:
University communicators are there to help you. Get these communication experts involved as soon as you suspect your research may draw media attention. These people not only are trained journalists, but also work with scientists all the time. They understand how hard it can be to translate years of complicated research into a few sound bites or sentences. They truly want to help you tell your story in the most interesting, accessible and accurate way possible. They also serve as a point of contact and filter to the outside media world. Let them do their job and help you through this process.