I think this document highlights just what a massive operation groups that want to influence the public perception need to run to be effective. While gifted amateurs abound in a field like this, providing administrative back up is necessary to ensure rapid response to media stories, ensuring that a sustained campaign can be waged in various media forms and with a rolling conference program, keeping up to date with political developments responding before laws are passed and keeping a stock of basic literature that can accessed as necessary.
On a more practical basis, one could use this forum to ensure that information on the above is available early and to encourage people to respond early and often. I thioght the idea of writing skeptical peices for womens magazines was particularly neat. Perhaps also religious magazines?