When reporters want an interview, make yourself available. At short notice, at odd times. If news is going out, make sure someone can talk to the press the same day. Be straight with your agency. If they make a mistake, let them know it.
Feedback is essential, good and bad.
In more established companies, it's likely to be the VP Marketing. Other likely candidates are the Marketing Director or Manager, Product Manager, President, COO and CFO when financial news is paramount. Always inform your agency of upcoming trade shows, conferences and other travel to major media markets. You never know if there will be press relevant to your company attending the show or beat reporters in that city who could interview you. There are many ways to approach the media with a story.