The article covers five key areas of media management, from the proper way to craft a news release, using journalistic rather than marketing styles, getting to know the target demographic and their motivations, using news wires to get the message into the mainstream, cultivating experts to discuss an organization's objectives, and to then measure the effectiveness of both the PR strategy and the program in general.

"Measurement is key to analyzing the impact of certain messages, changing messaging mid-program, and assessing the quality of coverage," said the story, which advised cost-effective alternatives, from manual monitoring, to RSS feeds, by which a nonprofit can stay abreast of valuable information.

A fully-formed public relations strategy is vital, the article continues: "A well-executed, strategic public-relations program can make the difference between achieving one's goals or falling desperately short."