Your tool kit is complete. You have your marketing/outreach plan, a brand for the project, a website to share what's happening with your project, a database to record who you spoke with, duct tape to ensure you listen completely, tennis shoes to help you connect in person, and a partner in the media to broadcast the stories you collect. Now what? It's time to sell.    

Many of us will readily admit to having anxiety when receiving press inquiries regarding a controversial project.  I am sure you immediately envision drawing a blank on live television.  Or in your nervousness you begin to talk and you realize nothing is ever "off the record."  Breaking into a cold sweat yet?  This doesn’t have to be a scary experience.  In fact, the advantages far outweigh the temporary heart palpitations.