Meri-K Appy with the Home Safety Council was featured as the expert on several segments that aired during the first part of the year on the Today Show.  Check out the segment on scald prevention here: http://www.homesafetycouncil.org/April_today_08/Today.aspx

These segments show the great working relationship that can be made with the media by partnering with them.  Of course, the Home Safety Council is a national organization, but you may be able to achieve the same type of results with your local media.