Keep up with the general business press as well as the trade publications for your industry. If you spot a trend that is relevant to your product or service, contact the reporter or editor who is writing on that trend. While they may not be willing to run another article to show your point of view right away, you'll be setting yourself up as knowledgeable about that trend. Writing a letter to the editor about a recent article on a current event can also get publicity for your firm.

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