Preparation and monitoring is crucial. Advance work is essential for staff to prepare the overall program and central message and to identify the targeted audience. Media outlets may outpace an agency by looking for a scoop and framing the message without agency or community input. Public agencies have little control over stories before publication or broadcast. Agen cies frequently spend valuable resources to explain a message or to try to reshape public opinion rather than framing the message in the first place.
Media strategies take a high level of commitment sustained over time to be successful.
Strategic planning starts at the outset of a project with the development of a detailed central message. Media strategies should be developed early and sustained over time. In this way, the public is well-informed and aware from the beginning, thus enhancing the public participation process and creating greater opportunity for successful implementation of the project or program.