While media relations is an important part of your marketing communications plan and the primary focus of this guide, it is not the only tool you should use to achieve your communications goals. Consider:

	Advertising is the controlled delivery of information, through paid space or time. Your message will be delivered exactly as you want in the media outlet that you designate. Your only limitation is your budget. Advertising space or time can be purchased from newspapers, magazines, television and radio stations, billboards, bus signs, web sites and more. Don't forget the Yellow Pages.
	If you can identify a target audience by name and address you might consider a direct mail campaign. It can be cost-effective because it allows you to deliver the message only to those you choose. A direct mail piece can be almost anything, from a gift to a postcard.
	Consider a newsletter as your own private newspaper conveying specific information to a specific audience. Newsletters can be mailed, e-mailed or posted on a web site. Many newsletters are printed on four 8 1/2" x 11" pages, but don't let that restrict your creativity. A newsletter can be any size. It contains numerous articles that tend to be educational. Newsletters are published on a regular schedule.
	Think about grand openings, anniversary celebrations, annual meetings, customer appreciation receptions and sales events. These are just a few of the special events that deserve consideration in your planning.
	It is rare to find an organization that doesn't use a web site to deliver basic information and special messages about its operations and services. A well designed web site should be part of your outreach efforts.
	Offer yourself as a speaker to area organizations as a way to introduce individuals and organizations to your special skills. Develop a program that is educational, entertaining and not self-serving. Support that with interesting materials such as handouts, a PowerPoint show, slides or overheads. Send a direct mailing to appropriate organizations in your area. You'll be surprised by the response. Organizations are always looking for interesting programs.