1 Be precise when planning a media strategy.
A desire to "increase publicity for the project" is too vague. Work out why you want more coverage, what you want it to achieve and be clear about exactly who you want to inform. The more detailed your objectives are, the more likely you are to achieve them.
2 Nominate one or two people in your project or organisation to talk to the media. Make sure everyone knows who they are and how to get hold of them. It is not control freakery to insist that everyone else stays shtumm if the media start asking questions. Casual words reported in a different context can damage your project and its message. Having untrained project members speaking off the cuff is not a risk worth taking.
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