TACTIC	ADVANTAGES	LIMITATIONS
Press Release (news)	- reaches wide circulation through print and electronic media - free publicity - press coverage lends clout	- not good for a limited/ small audience - may not be best place for reaching target audience - time of day (newscast), page article appears on (newspaper), size of article or length of story affect whether audience sees article and its effectiveness
Public Service Announcements (PSAs)	- "free ads" on air - good tool for public education (counter ads)	- often aired at odd hours (low audience; prime time goes to those who pay) - if station produces ad, often done in cheapest way: one person talking, no editing, no slides or music, on film or tape - if you produce PSA, it must meet quality standards of station
Free Speech Messages (FSMs)	- free - allows you to say anything about any issue without censorship	- is usually produced cheaply and is hence boring (may not reach audience) - may not be aired at good hour
Calendar Listings	- good for reminding people of date, time, place of events	- primarily good for event publicity; not for general PR - only gives who, what, where, when - may not be seen
Interview Shows	- free publicity - allows you to clarify issues in more in-depth way (1/2 hour vs a one minute PSA or short article) - provides public forum for your issues - allows you to speak for yourselves (represent yourselves) rather than rely on interpretation of reporter	- limited audience - usually produced cheaply; appeal of "talking heads" limited; many people tune out after a short time
Press Coverage at Meeting	- informs those who didn't attend meeting of decisions/proceedings - keeps issues/events before public eye - more in-depth than press release	- possibility of misquotes - interpretation of reporter may differ from your own
Press Conference	- calls attention to a situation - useful for announcing findings, publication of facts, results of studies, clarification of an action, making announcements or demands, brings out the press, makes an event out of your news	- difficult to find right time of day to hold so all press can attend and meet that day's deadline - difficult to get the press to come unless something very important - could be a lot of effort for little return - place is crucial
Columns or Regular Features; Article Series	- providing in-depth public education on issues - provides forum - keeps your group/issue in public eye	- difficult to convince media to do - need enough information to generate several articles - weekly deadlines - takes lots of person hours - takes a lot of research
Photos/Artwork	- good way to bring visual attention to issue - attention-gettingcould be used a filler	- could be costly - photos may not be returned - may send out more than get used (cost-effective?) - needs to meet paper's standard
Brochures, Handouts, Mailers, etc.	- direct mail insures you reach intended audience - is a tangible reminder for people - can be more eye appealing/attention getting than articles	- could be costly - often thrown away - some people have an antagonism to mailings
Posters	- attracts attention - additional exposure	- need people to post - location of poster important (or may not reach audience) - cost
Slides-tapes, Video	- visual presentation of issues, facts and resources - good stimulus for discussion - experiential (visually) - adds variety and interest	- expensive (possibly) - need people to present the tape - need equipment - need people to put it together
Banners	- eye-catching - adds to feeling of event or festivity - creates sense of community involvement	- must see that banner is delivered and taken down at proper times - each town has its own stipulations - could cost up to $400 if done commercially
Bus Posters	- hitting the commuter crowd (and youth/elderly)	- cost (about $1.00 per bus printing) - limited audience
Public Service Advertisements (newspapers)	- could be more attention getting than an article - good supplement to article for publicity	- must run a week to be effective (if only run a few days, some people may miss it) - costly (generally 25% off regular price of newspaper ads)
Event or Action	- good chance of getting coverage - gets public attention - could be entertaining or educational - brings issue to the streets or the community - allows you personal contact with public - creates media follow-up interest and image in community	- much planning necessary - time -consuming - materials may be needed - requires pre-publicity
Press Packets	- gives media background information on group and issues - could lead to more in-depth story	- needs to be updated
Newsletters	- good for networking - in-depth information - provides forum for community people - acts as a clearinghouse for information	- costly - time consuming - needs a staff - needs submissions - needs to remain lively and relevant - needs mimeo, printer or graphic - needs deadlines
Editorial Meetings	- editorials influence decision-makers - provides opportunity for follow-up opinion-editorial or letters to the editor, prolonging the issue's "shelf-life" - appears on most read page in paper	- could backfire into an unfavorable editorial - editor may not use the material - can be hard to get meeting
Internet	- potential to reach wide and new audiences - allows for creativity, use of visuals, photos, etc. - fast growing technology likely to overtake other media in - popularity in near future	- still the lowest ranked news source for public - can be hard to identify readers - needs constant updating - not everyone has access
Radio Actualities	- you control the message - inexpensive and quick to produce - over 10,000 U.S. radio stations means plenty of opportunities	- may not make air - big stations do their own news - small stations take syndicated packages only - requires high quality equipment

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