This free publication is a useful guide for community and voluntary organisations on using the media. It’s aimed at larger charities, but has some useful advice and tips for anyone getting to grips with publicising their organisation.
It’s written by journalists, and covers news media, social media and developing media campaigns.
You can download it at http://ejc.net/projects/Ongoing/making-the-media-work-for-you-a-guide-for-civil-society-organisations