The 2016 elections, followed by the formation of an alternative coalition government, created a new momentum for the development of free and critical media, independent from governmental influences and political party interests. It will be of key importance to consolidate the new developments in the coming years, and to make it impossible to undermine the functioning of media again. This paper provides an outline to further strengthen the position of AJM and the position of journalists and media supporting a democratic society with a focus on strategic planning in relation to effective lobbying and advocacy.