It is better to offer to ring back when you've had a chance to get clear on the points you want to make. However do ring back quickly. Journalists' lives revolve around tight deadlines and if they are unable to get the facts they want quickly enough, the story may be dropped. The more of these components your story has, the more likely it will receive coverage. When you are organising a campaign or just a one off demo, it is important to maximise its impact by maximising media coverage.
Media covers newspapers, radio, TV and news agencies.
The press or news release is the accepted way of making contact with the media. A phone call should be made the day before an event to draw attention to the release. You can ask if they have received the release and enquire if anyone will be covering the story. This is your additional chance to try to persuade a reporter that your event will make an interesting story. Be ready if they decide to ask for additional information when you ring.