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Many decisions you make and actions you take early in your reporting project have significant consequences for the effectiveness of your promotional efforts. These include:

• Defining the Audience for Promotional Purposes
• Researching the Audience
• Choosing and Involving Partners

Also, be sure to consider the implications of a promotional campaign as you develop your staffing plan, schedule, and budget:

• Do you have someone on staff or available on a consulting basis who is qualified to design and implement this campaign?
• Can you set aside funding to support the time and materials needed for an effective campaign?
• If you have limited funding, can you identify free or low-cost ways to design and implement your campaign?
• How will the timing of promotional activities fit into the schedule for developing and releasing the report?

Also in "Promote Your Report"

• Why You Must Promote Your Report
• Understanding and Using the Lessons of Social Marketing
• Clarifying Your Objectives for Promotion
• Acting Early to Ensure Effective Promotion
• Timing Promotion for Maximum Impact
• Using Multiple Promotion Strategies