I would say that the best way to manage these efforts is to consider them in alignment with all of their promotional activities. Media development, advertising, community outreach, etc., are all part of the “promotion” piece of marketing. It’s a matter, again, of identifying your target audience and your objectives and then selecting among all of the available options to influence them to pick those that make the most sense from an effectiveness/efficiency standpoint. We all have to deal with limited resources – time/money. The challenge is to leverage those resources most effectively. To me that means developing a plan – however simple – to ensure that you’re making choices that are strategic and not just “reactive.”