What are some techniques to make a piece of media effective

You could use some simple publicity tricks, if that's what you mean. but it also depends on what you are presenting to the public. for example, if you are writing about a topic that not many people are interested in, it would not become very popular, and the more popular it gets, the more people would want to check it out. so just keep in mind that it also depends on which audience you want to target. and the same thing goes to them, if its not critical, or interesting, they may not pay much (or any) attention to your cause.