Today marketing public relations is a highly effective means to support an overall marketing strategy. No longer is public relations equated to publicity by the savvy user of the public relations budget. Broad reach and message control must be balanced, and to achieve that balance, multiple tactics must be employed. A marketing communications program might include online viral marketing, events, paid advertising, sponsorships, direct mail and grassroots elements, as well as media relations. Professionals experienced in developing and managing multiple-tactic programs advise clients on appropriate spending levels and creative means to effectively reach the target audience and move them to action.