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. Depending on the needs of the project, a media strategy ranges from relatively simple placards or videos to a high-profile media campaign involving radio and television ads in prime time.