Interrupt's strategies are predicated on five beliefs:
- Disenfranchised peoples face significant media stereotypes and media bias. These distortions hurt marginalized communities, the advocates that work in the community interest, and public policy.
- The rules of media work are fundamentally different for advocates working on behalf of marginalized communities. Traditional PR strategies are not sufficient for these advocates.
- Public interest groups will usually face opponents with much larger PR budgets. The challenge for public interest groups is to develop innovative strategies that play on their strengths.
- Broad-based grassroots organizations representing disenfranchised communities must build their own media capacity. They cannot depend upon PR consultants with no stake in the community or media accountability groups with no institutional connection to them.
- Media capacity-building in these organizations requires more than just training. It requires ongoing technical assistance and at times collaborative campaigns to change coverage as well.