· Whatever their primary purpose, all nonprofit groups also have a compelling public responsibility to communicate the values they represent, to advocate their side, to get their message across, to break the conspiracy of silence that engenders apathy and alienation.

· Media advocacy isn't about a mass audience. It's not about reaching everybody. It's about targeting the two or three per hundred who'll get involved and make a difference. It's about starting a chain reaction. And reaching critical mass.

· Advocacy campaigns are about agenda setting. Not just reacting. Not just firing back. It's about creative, responsible extremism--shifting the terms of the debate in our favor and taking it where we want it, not where the other side wants it.

· A successful advocacy campaign doesn't make friends. It makes enemies. It points a finger, names names and starts a fight. It tells us who's responsible and how to fight back. It tells us which side we're on. Advocacy groups that don't have enemies aren't doing their job.

· Media advocacy is about putting your money where your mouth is. That means dedicating at thirty percent of an organization's budget to an active media strategy to define issues, project value and mobilize constituencies.