When reaching out to an audience… don’t forget word of mouth! 

The folks from BzzAgent (an agency focused on word of mouth marketing) released a really interesting e-book about word of mouth.  This book gives some great examples of it but does not go much into the “how to” except maybe to hire them.  None the less, a very interesting read.

http://s3.amazonaws.com/bzzagent/The_Word_of_Mouth_Manual_Volume_II.pdf