Many teams don't consider their target audience. Others are unaware of the various other media for communication available. Smart teams consider which medium might be a better vehicle for the message. They also employ several communication media for each event. All too often, once a plan has been made a campaign stands or falls on one or two communication vehicles.
Some marketers use up to twenty means of communication per event.
For example, some teams are surprised when their events attract media attention. They act as if getting the media's attention is a miracle. Well, it can be if the team doesn't actively seek this coverage. Many don't realize that often a simple press release could get the news out about their event. There are hundreds of communication options available to the missionary.