Coordinating media for a direct action is more art than science. You have to stay flexible and willing to do whatever works, but following the basics will put you in position to respond most effectively. If you ignore the fundamentals, you’re giving the news media – who are already naturally disposed to regard activists as naive amateurs – one more reason to ignore your action.
This toolkit includes a checklist of what you should do, and when you should do it, to have the best shot at getting your action’s message out. So go the extra mile; proofread the press release again; make the extra phone call. Never cut corners. [Download the full toolkit here.]