Media strategies are used in conjunction with other techniques. For example, televising civic advisory committee meetings enhances the participation process by giving it a wider audience. Results of brainstorming, visioning, charrettes, and community surveys can be reported inthe media. News stories can promote a telephone hot line for answering questions. A visioning process in Atlanta included televised town hall meetings, newspaper editorials, and a six-newspaper survey of public opinion that produced 10,000 responses.
Media strategies are extremely flexible.
A wide range of techniques is used, depending on the project, its budget, and the complexity of the message. In Los Angeles, a commuter newsletter bulletin was prepared for widespread distribution to inform commuters about ride options and programs. 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.