Whoever your audience, they are there too. Think about the decisions that you'd like people to make. Fundamentally, our profession's goal is to get information to the right people so they will make more favorable decisions. Now we have an audience of almost 60 million looking for information. Placing an article online is equivalent to getting an article placed in every U.S. daily newspapers.
Advertising is often too expensive.
Even cost-effective PR may not get the best information delivered because a reporter may not see the story the way you do. Now comes the Internet and it may be the best thing that ever happened to nonprofit organizations. It offers a way to become your own media, not just use it, with virtually unlimited space, un-edited text, unrestricted access, and unending opportunities to educate, sell or influence action. Moreover, distribution costs are nearly nonexistent. For nonprofits, the Internet is a publicity promise land.