I think it takes two things, both of which can be seen in Jesus' instructions to his disciples. One is "be ye therefore wise as serpents and harmless as doves"--that is savviness, smarts, timing, getting the right photographers out to the events, the right media coverage. And the other is "greater love hath no man than this, that a man lay down his life for his friends." People have to know head of time what price they are ultimately willing to pay, and then be willing to pay it.