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An important part of public relations is developing and maintaining relationships with the journalists that cover your industry. Find out who they are by looking at trade publications, and note which journalists write stories about your competitors' products. These are the ones who will write about your products as well. The Web site of each publication will usually include a list of writers and/or editors and their "beats." Contact the appropriate editor (preferably by e-mail) to introduce yourself and your company. Many editors only want to hear from you if you have a story, so try to suggest a possible story when you write.