This guide was developed to meet the marketing, outreach, and recruitment needs of job training organizations. It is designed to help organizations create a positive and professional image of local job training programs in their business community. The guide is organized in three sections that cover the following: (1) marketing and outreach techniques (developing a marketing plan, print materials, business cards, newsletters, annual reports, direct mail, advertising, television, and display boards and promotional items); (2) media relations (materials for developing positive relations with the press, including press releases and press conferences, radio and television coverage, and crisis planning); and (3) marketing, outreach, and recruitment for laid-off workers. The guide contains examples of brochures, print advertisements, radio spots, video scripts, direct mail pieces, and promotional items for use in employer outreach. Also included are samples of print materials for laid-off workers, tips on developing positive media relations, and cost-saving techniques for effective marketing programs. (KC)