Public Relations instead of Marketing

Utilize public relations instead of paying for marketing efforts.

Articles in the press are more likely to be read than ads. People percieve ads consciously as advertising and therefore are less likely to notice them. However, more people than just your target audience read press reports.
Additionally, press reports are more credible than advertisements, as they are written by (independent) journalists, wheras ads are designed by advertising specialists.

In an article in the press your company or organization can be represented in detail - including pictures. In an ad, this is more difficult and only possible with a lot of money.
Press reports are free, whereas ads can be very costly. With the right PR, you can not only make your firm or organization known to the public, but also your products and services. You get the opportunity to build a distinctive and credible image, which will help you gain more customers, clients or members - especially in the long run.

Ads on the other side might increase awareness, but do not build credibilty. But how will being famous help you, if people do not trust you, because you lack credibilty?

Make sure the media report about you and not about your competition. You can for example feed the media with material, such as press releases. Organize interesting events, to which you will invite the media. You can organize a run for a good cause, hold an open house in your organization or as a company you can support a non-profit organization (NPO). Make sure that all events support the purpose of your organization or your company's goals. If you support an organization, you should make sure that the organization and your company are a fit. It makes little sense to support a non-smoking organization when you are a tobacco shop.

Publish a short press release with a picture for every event you organize. It is worth much more when the regional daily newspaper publishes a note on your event, than any marketing in form of an ad.