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You could send out press releases on the same story to a number of outlets. But you'll need to tailor each release to the audience.

For example, if a small engineering company wins a big Italian order with a new manufacturing technique which it uses under license, the press release for the trade and technical press should highlight the success of the technique and the company's use of innovation.

The press release for the local paper however, should be about increased employment and the prestige for the town in beating foreign competition.

There are many natural PR opportunities:

• a new product launch
• new premises
• new members of staff
• an important new order
• involvement with a charity
• significant anniversaries, eg your 1,000th customer
• business partnerships

And you can create publicity opportunities:

• submit articles for publication
• commission a survey on serious or fun issues and send the results to the press
• suggest a newspaper competition with your product as the prize
• give expert opinions and volunteer quotes
• send letters to the editor on business topics using your business address