This paper conducts a systematic analysis of how interest groups are represented in news media during political discussions on Artificial Intelligence (AI) regulation within the European Union. While prior research indicates that media focus tends to skew towards a limited number of affluent groups usually linked to business interests, the underlying causes of this selective media remain unclear. Drawing from EU consultation data, this study maps the organizations lobbying EU institutions on AI matters, focusing on the narrative strategies they deploy. Additionally, we scrutinize the media presence of these groups within the context of AI reportage in the EU's five leading newspapers. We delve into which interest groups and narrative frames—whether political or technical—capture media interest and probe for potential disparities in media portrayal. The findings shed light on the intricate dynamics between interest group type, their advocacy frames, and their abilities to capitalize on targeted incidents or research to gain media attention. It also assesses the conditions under which media outlets are more inclined to present a multiplicity of viewpoints and interests concerning AI regulatory frameworks.