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Many companies like to be on a certain schedule for press releases, to ensure that their name is always in front of the public. There is some merit in this strategy, although you don't want to issue a release if you don't have anything to say. That said, most companies can find something newsworthy to write about on a regular basis. In addition to the obvious subjects of new products or services, or a research breakthrough, you can issue a press release if you hire a new key executive, move your offices, speak at a conference, sponsor a sports team, win a contract or award or are featured in the news.