When most people hear "public relations," they automatically think "media relations," or getting a client or event featured in the newspaper, tv or radio. While that is very important to many of us in public relations, it's not the only thing.  Especially given the downsizing of many traditional media outlets. Not only has media placements become that much more challenging, but readership of these media outlets has also significantly decreased.

Now, I'm not saying this as an excuse for not getting a media placement. As PR professionals, we are constantly updating our media lists and connecting with reporters, working to send them stories or pitches that would interest them. The media has played (and continues to play) a very important role in creating awareness of chronic pain illnesses, especially supposedly 'misunderstood' or 'controversial' disorders like fibromyalgia and chronic fatigue syndrome.

Updated and quality media contacts and lists are very important, but it takes time, sometimes a lot of time before you can pique a reporter's interest. And, even then, it's not always guaranteed that you will like what the reporter writes.

Therefore, equally important (and to me, sometimes more important) are your organization's own targeted lists. By "targeted lists" I mean the following (but not limited to):

• everyone on your email distribution lists (members, friends, supporters, anyone who has contacted your organization)
• sponsors, donors
• social media (Facebook fans, Twitter followers, LinkedIn groups)
• Support groups

If you're organizing an event that you know will be of interest or targeted to nurse practitioners, sleep experts, or rheumatologist, etc., then do a search for those groups in your area, find the contact information and create a customized list.

When you send your messages to these targeted groups, you are the one who controls your message. Your message goes directly to people who are specifically interested in your news (via an opt-in option when they sign up for your newsletters.)

It may not be as 'sexy' as being on the front page of the New York Times, but it can be very effective.