Designate a spokesperson to officially speak to the media for your organization. Carefully draft all news releases and policy statements and inform your volunteers about news release policies. Don't fight with the media over minor misquotes. If a reporter misquotes you, just let it go. Build concentric circles.
Word of mouth can be both a powerful and a detrimental public relations and recruitment tool.
Talk to a lot of people about your ideas and encourage others in your organization to do the same.