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Every release you issue needs to provide real news value. All it takes is a little creativity to turn up something newsworthy. New products, new applications for existing products, a client win, mergers and acquisitions, awards, and personnel changes can all help keep your company's name in the press. If none of these applies, you might want to reevaluate why your company appears to be running idle. Consider an initiative to increase your visibility in the community and the industry.