Creating a Good Media Strategy
Elements of a good media strategy: short and long term goals, credibility, clear message, relationships, timeliness, news hook
Human resources needed: English proficiency (in journalistic English), other language proficiency, ability to speak in public, people who can translate complicated issues into easy to understand language, ability to create and articulate an inspiring vision, time, money, passionate about the issues, tracking current events to know what journalists are talking about, long-term relationships with journalists, tracking what the media is saying about your issue, oppositional research, thick skin about rejection
Media strategy and planning should not be an after-though. Should be integrated into programming.
Audience: you need to understand who you're trying to reach, what media they consume, and how to write for your different audiences.