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Since we can't capitalize on every opportunity out there, there will come a time when an article appears in print that is relevant to your company or product, but excludes any mention of you. Even if your product or service wasn't included, there's still a PR opportunity here. Write a letter to the editor, praising the article and presenting your point of view as politely as possible. Then explain why your product or service is relevant to the article. Don't complain that you weren't included. This is also a good way to get some publicity on the coattails of a competitor.