Programs that address current hot topics often get reported. My children's school arranged to have the Philadelphia police bomb squad demonstrate safety with guns and firecrackers. Two TV crews showed up. Never promise what you can't deliver. Don't inflate anticipated attendance.
Integrity is vital.
Don't be discouraged if you don't succeed with every event. Just because they send out a reporter doesn't guarantee coverage. When a TV station sends a camera crew, I've found the story makes it to air two-thirds of the time. When a newspaper reporter comes, the likelihood of publication is greater. He knows to welcome them politely without acting starstruck, and to inform me of their arrival.