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. Costs vary by project complexity and length. There are low, moderate, and high levels of investment for utilizing the media.