Real Time News

Given the speed at which news is now disseminated, it's unlikely that you'll be able to provide 'breaking news' about your company. These kinds of stories are usually supplied by a wire service or a publication's internal reporters. You can, however, become a source for comment on current events and real time news by cultivating relationships with journalists. If the editor of a local newspaper knows that you're a reliable source for comment on business news in your area, he/she will likely call on you for quotes for relevant stories. Likewise, if you are available as a source for information on a specific topic, cultivate relationships with journalists that might need quotes on that topic. This will provide additional publicity for your company.