Say you've got documentation that shows the backers of a proposed dead radioactive puppy dog incinerator have a long and complicated history of financial fraud. Don't just take that huge pile of paper you've been collecting for months and drop it on some reporter's desk, expecting the reporter to win your fight through some Pulitzer Prize winning expose. Facts do not win political fights - political organization does. Organize a protest. Do one thing, then another, but put the information you have into action.
Some organizers say that newspaper ink is the mother's milk of political organizing.
As disgusting as this analogy sounds, you often need media attention to build your group, pressure your targets and advance your goals. Media coverage is so important that it calls for careful planning. Part of your research should include an assessment of the news media and what role they might play in your efforts. You may decide, for example, that you will get the best coverage by teasing the media. Try to get the news media to ask your opposition the questions, rather than simply feed the news media with the answers.