However, when planning these types of different activities, it is important to estimate what they will cost and factor that into the organization's operating budget. If your organization is working on a small budget, take advantage of free publicity. It is important to have a working relationship with the local media; it will prove useful when trying to generate publicity...
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For example, have an article written about your organization for free, instead of paying for ad in the newspaper that's only if you have a small budget. If all else fails, an organization can gain lots exposure by wearing a T-shirt with the company's logo on it around town.