Advocates for change often seek to generate as much publicity as possible to close a presumed Information Gap. ActionMedia believes the real problem is a Power Gap – the difference between your organization's ability to set the terms of public discussion and your opposition's power to do so.

Rather than seeking to make a publicity splash, media can be used to build a wave of communication that remains in motion, influences what others say, and continually creates opportunity to build new alliances and power.

ActionMedia helps organizations develop communication strategy aimed at its true objective: getting somebody to do something.  By building a communication strategy around carefully identified target audiences, organizations can make all of the resources allocated to communication more effective, and can make every communication, from a newsletter to a press conference, part of an effective strategy for change.