The Australian Science Media Centre has a website with tips for academics on how to effectively deal with the media.
The book ‘Prepare for 15 seconds of fame, Media contacts for researchers’ (ISBN 9789490608835) is a guide for contacts with the media, in the broadest sense of the word. You can order it online and in urgent cases, borrow a copy from the press officers.
"In science the credit goes to the man who convinces the world, not to the man to whom the idea first occurs." Sir Francis Darwin