This article outlines the steps such a coalition must take in developing a public relations plan. The first phase, developing a media strategy, involves knowing the organization, knowing the environment, being prepared to specify how one's coalition can be distinguished from those with a similar message, knowing the audience, and being clear on the objectives of the public relations effort. The second phase comprises the two vital program elements of research and press plan. The final phase, program evaluation, requires an assessment of what has worked, what has not worked, and an adjustment of the coalition's public relations plan accordingly.