Designed as a resource for media novices and media experts, this guide concentrates on how to develop media strategies and gain free media coverage. It provides tools, proven resources, models, and other templates to help enhance Project Safe Neighborhoods (PSN) current activities. It was developed as a resource by the Academy for Educational Development with support from the U.S. Department of Justice, Bureau of Justice Assistance. The guide goes through the process of how to maximize one's PSN media efforts. Specifically, it reviews how to use the local media fundamentals of communication; understanding media who's who; developing messages and pre-testing messages; customizing the media program; utilizing the Internet as online networking; developing additional outreach tools; choosing effective professional help through public relations, advertising, graphic agencies, research firms, and video producers; and evaluating and refining efforts. The guide also includes resource material and information and an appendix of tools and templates.