Branding, positioning, awareness, demand creation, promotion, message development, social and digital media, and traditional media relations are all aspects of strategic public relations. Each communication component is designed to reach the key audiences and to influence decisions and choices. Based on primary and secondary data, Another Option develops key messages and identifies the most effective channels to reach the target audiences and develop strategic plans that are cost-effective. Activities include material and message development, outreach, media relations, media training, and strategic planning.