The specific goal of the media campaign is to tell the story of the Comptroller's Office to the people through the press, thereby garnering good will. Good media coverage isn't an end in itself, but merely a means toward the end. The media strategy recognizes that views of Americans toward their government are shaped by a variety of factors, including advertising, entertainment, and news. The media are but one of the many constituencies to reach, although getting their support through media publicity is a value-added.
All media work is guided by the goal of outreach and positive feedback.
Media planning is just one component of the overall strategy. Media work may result in publicity, and publicity may bring good will, but media coverage cannot take the place of sound analysis and strategy. Media planning is focused and specific, although planners and executers must be fluid and flexible. The media spokesman must be in tune with overall strategy and in constant, close contact with the principal and with the leadership of the office.