Other forms of obtaining publicity for your business's developments include newsletters, trade publication articles, and/or Web sites:

• Newsletters: A newsletter is an effective way of notifying others about your business's or organization's developments. The length and style will be dictated by your budget and by the type of information you need to distribute. (It isn't necessary to go to the expense of printing a full-color, glossy publication if your only content is a press release — style update without pictures. One less expensive way to use color is to distribute newsletters via e-mail: Colors can be used within the newsletter if you opt for HTML e-mail; otherwise, include your Web site URL to provide the option of viewing photos or other illustrations at the newsletter reader's discretion.)

• Trade publication articles: Rather than providing the “basics” about an event or product via a press release, a meatier trade publication article is an effective way to ensure that the targeted audience sees your message when it requires more coverage.

• Web sites: Unless it's essential that you offer some sort of online ordering option, a Web site doesn't have to have all the latest “bells and whistles” to be effective. A Web presence does add another layer of credibility to an organization, so even a site with only the company logo and basic “about” information is an easy way to keep up-to-date information instantly available for those who may need or want it.