How should a school set about tackling media relations? A school that wishes to get a message over to a mass audience has four options: newspapers, magazines, radio and television. Schools are interested mainly in the local audience and magazines are therefore usually an inappropriate medium. There is also the choice between buying advertising space and seeking editorial publicity. While the first costs money, there is no charge for editorial publicity, which is independent of advertising but reaches the same number of people as the advertising. It is also more convincing because readers accept it as factual and unbiased.