The key is to put together a plan that informs and educates the public by delivering the central message, no matter which type or types of media strategies are identified. Media strategies are led by agency staff, either the staff members most closely identified with the project or the public affairs officer. The involvement of local people is particularly important to a successful media campaign. Because media strategies are often expensive, they must be used carefully and efficiently. A minimum strategy includes a central message, perhaps contained in a basic press kit with maps, fact sheets, and other background information, supplemented by a media tour of the project site.
Complex projects call for a more elaborate strategy.
For example, in New Jersey a strategic media plan was developed for outreach to print and electronic media to support the long-range transportation plan. Time involved is often substantial over the life of a project or program. Some strategies are relatively low-cost. A public service announcement is usually a low-cost activity. Costs rise with the kind of media used.