Part of any good advocacy strategy is the media. With so many competing voices out there, you want to make sure yours is heard loud and clear.
The rise of non-traditional media outlets and the explosion of social media allows you ample opportunity to get in the fray define the parameters of your message before someone else defines it for you.
My work in both the public and private sectors has given me first-hand experience in crafting traditional and social media plans and message as well as working in crisis communication and rapid response.