Sometimes in the effort to do what is right and provide background or education on your issue to the masses, you may unknowingly provide resources to groups mobilizing against your cause. Consider this: does everyone need to know all the details of your project or will they eventually use that information against you to harm you? Consider starting your campaign out with highly targeted communications and build a strong, resilient base before publicly deploying your message where it is most vulnerable. That way, by the time the public receives it, it has been tested, tried, poked and likely reshaped enough that it can stand up to the opposition.