AIM used the American press and media to present its own unvarnished message to the United States public. It did so by ensuring an event which the press would want to cover. If successful, news outlets would seek out AIM spokespersons for interviews and receive its message. Instead of relying on traditional lobbying efforts, like other activist groups, AIM sought to control its message to the American public. AIM was always on the look out for an event that would result in publicity. Sound bites such as the “AIM Song” were often caught on camera and quickly became associated with the movement.