If you are like most of us, you're so familiar with your business that you don't see it objectively. As a result, you probably think that you have no news to tell and therefore have no reason to send out a press release. But it's always a good idea to periodically take stock of your operation and make the effort to communicate to potential clients all that you can offer them. Let me give you a list of ideas to get you thinking along these lines.
Promotions and events. Here's an area over which you exercise total control. You know (because you've written a marketing plan for this year, right?) how many such events you're going to have in 2004. Rather than just spending money on advertising, I urge you to supplement your promotional plans with a dose of public relations.