ABSTRACT
In smaller-scale campaigns, coverage by newspapers, radio, and television stations affect voters decisions to a great extent while requiring no direct payment. For this reason, the details of press and public relations require mc same degree of thoughtful planning and professional quality execution as paid media. Public service lawsuits—for example, a suit charging a public utility with polluting a river—are increasingly popular as a way of getting public attention, but they are expensive, and run the risk of losing both the lawsuit and some credibility if we don't have a very strong case. Issue statements are essentially brief essays, usually written to be read and not spoken, that explicate our stands on the issues that are before the public as major policy proposals or critical decisions that have to be made. The press and the public as well, are not likely to appreciate issue statements that are ambiguous, wordy, self- serving, and grandiose.
