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Promotions, new hires, resignations, and retirements can all be newsworthy. The local newsmedia will typically pick up these types of announcements. Trade publications will sometimes pick up a personnel change if the person is well recognized in the industry. The more senior the employee, the better. In the case of a promotion or new hire, include a description of the person's previous accomplishments and a quote from your CEO indicating what the new person brings to the company.