As Publicity Director for our association, I do several things:
1- Have the local newspaper's prep sports editor run recruiting announcements for us. I also ask him to interview officials of different sports for a story. He's very supportive of our association.
2- Run recruiting notices on the local cable access channel.
3- Recruit former high school players or current local college players. The use of college job boards is a good idea.
4- Recruit local coaches in different sports. Our volleyball clinician is a girls varsity basketball coach. One of our baseball umpires is also a wrestling coach and aa asst. football coach.
5- Our website:
http://www.saoa.faync.com
Hope that helps!