In the follow up call make sure the assignment editor has put someone on the story. If you can ask how many stories that reporter has for that day. If the assignment editor feels that the reporter might not have time to make it to your event, ask if at least a photographer can be sent. A picture is sometimes even better than a print story and this allows for at least some coverage. Build bridges with the media.
Hospitality goes a long way.
Find the main political reporters and have the press secretary start taking them to lunch. Nothing is ever off the record so treat these meetings as professional, but with the intent of building a relationship. This would be a good time to give your home phone, cell phone, or pager number to the reporter. The press secretary must be accessible to the media. Phone calls must be returned promptly.