If you’re working on an issue in which you represent one side of the debate, you’ll need to present that view online. Why? We’ve been over this before, but in short, people who matter will be looking you up online and if you’re nowhere, they’ll read up on the competition, not you.
So you’ll need to have an online presence, it will need to be fed with content, you’ll need to promote it via online marketing and other tactics, and you’ll need to engage on other platforms where your audiences may be active (social media in particular.) Neatly summarised in this visual (I hope!)