If they're aired, you'll get good exposure for Amateur Radio and your club prior to Amateur Radio Week and Field Day activities. Give the enclosed backgrounders to reporters looking for more information or use them to help you write up your publicity materials. If a local editor or reporter expresses interest in ham radio or local classes, consider inviting him or her to take a course and write about it. Put a local reporter on your club newsletter mailing list. Set up a station in a public place.
Shopping malls are great.
Have plenty of handouts on hand, and be sure a sign identifies who you are and what you're doing. Call local broadcast radio talk shows and volunteer to be a guest. Be sure to propose a thought-provoking topic. Write a letter to the editor of your local paper and invite readers to visit your Field Day site and learn more about Amateur Radio. Hands-on involvement builds commitment.