This is most important part of plan. The story must be easy to tell and make sense to people. Should be a problem UF can impact in a visible way. People won't listen if already polarized. If already have a schema, we can tell easier.
People prefer good news to bad.
In education secondary ed. Will vary depending upon the story and the field of concern. Find media opinion leaders who like the story. Some stories can be told easier with visuals, others in print. Interpersonal communication is more effective than mediated communication for most stories.