At IMS, we believe that PR is a necessary component to Recruitment Advertising because it covers a wider range of media, and will reach more qualified candidates at a lower cost. It can be used to address specific employment issues or communicate particular messages about an employer, raising the profile and changing perceptions about an organization. We have successfully communicated a variety of messages on different levels to our clients, including the Census 2000 Campaign, the U.S. Air Force, the U.S. Immigration and Naturalization Services, and the U.S. Patent and Trademark Office.