Before your demonstration, articulate what you oppose and support in a single-sided flyer. Give it a short title. Sum your purpose up in one sentence, then highlight it.

Don’t get sidetracked. Every group has members with pet issues. A protest headlined “Vegans, Catholics, Feminists, Anarchists, Pacifists Unite!” is less likely to draw a crowd than one labeled “Unite Against War!” If it’s a vigil against factory farming by Kentucky Fried Chicken, then vegetarianism might belong in the title, but not otherwise.

Inform print, television, radio, and internet media of your protest. Make sure a core group is on the scene at least 10 minutes early. I cannot tell you how many times reporters arrive early to snap a photo of a fraction of the people who will ultimately turn out.

Be careful what you say to the press. Repeat a single, clear sentence describing your purpose, over and over.

Reporters are often busy and generally not well-informed about what you assume is common knowledge. They can enhance or ruin a good protest. A press release and spokesperson are vital. Polite follow-up on mistakes can improve future coverage and provide opportunities for you to write an opinion piece. You can nuture a good rapport with the press.