The document discusses the importance for small organizations to be selective about media opportunities and say "no" when appropriate. It notes that the media landscape has shifted to be more adversarial at times. As a result, the organization discussed has moved from automatically accepting all media requests to using a checklist to evaluate if opportunities align with messaging goals and will allow them to productively spread their message. The checklist considers if an opportunity affirms that racism is real, impacts life chances, and can discuss solutions for change. Being more selective about opportunities has helped the organization better achieve its objectives.