The media will have their own story, but you can shape it
You can't totally predict what the media will say.
When we went on the BBC, we had no idea that the UK press would report on the (fictitious) "false hopes" of Bhopalis. We did know this was a danger when we did a similar thing in New Orleans, but we couldn't prevent it.
Sometimes, though, the media not only "gets" your story and loves it, but adds their own excellent twists.
With media activism in particular, you try to do the media's work for them—provide the elements and hope for the best. Just don't take it personally if they get it wrong—try again, fail again, fail better. Onwards!