For assurance of broad outreach to people who do not watch cable channels, programming on regular stations and networks is an effective alternative. Stakeholders and agencies often cooperate in a media program for a project. Civic advisory committees or other community representatives help identify the best way to get the word out. As individuals directly affected by a particular project or program, or through past experi ence, they may know the best way to reach the public. Agencies use community residents as part of speakers' bureaus that send representatives out to promote a project at meetings of organizations such as Rotary or Lions' Clubs and chambers of commerce.
Agencies monitor reactions to a media plan.
Random surveys test market penetration and determine whether the message is meeting a targeted population. A media plan elicits community responses. Mass mailings can include simple questionnaires to be returned to the agency. A television presentation can suggest that reactions be mailed to the agency. On two-way talk shows, agency staff interact with community callers to answer questions directly.