When the tactics you're using to communicate become the story, you've failed to communicate your message.

Consider the Ontario Coalition Against Poverty. Quite often the story becomes about the tactics they're using. Just look at last week when they stormed the City of Toronto's budget committee meeting. Do you remember what their concerns were? Did the media outline their concerns/key messages. No, the media talked about the number of OCAP protesters arrested and Doug Ford telling them to "get a job".

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