Sebastian has been appointed the promotional director for the nonprofit youth string musician organization with which his son plays cello. The organization has three string ensembles and a larger string orchestra that all of the children participate in. Because money is very tight with the organization, the children perform at rest homes, assisted living facilities, and public schools. Occasionally, he is able to secure performance opportunities at businesses as part of a cross-promotion for youth-related campaigns such as Autism Awareness. Whenever the organization performs, Sebastian takes a picture and sends it with a caption to the local newspaper. He sends the newspaper a news release prior to the event and usually follows up with an article about the organization after the event. Over the years, the newspaper has sent various news reporters to the home of the string director to interview her about the organization and the reason it was formed. The articles written by the reporters are quite lengthy and often include pictures of the director, the children performing, and the board of directors. What type of promotional activity is Sebastian using to promote the nonprofit organization