The solution: employ a load of PRs and let them read the papers every day.
Of course that's not how it is - and we mean no disrespect to our friends in press departments up and down the country.
But not every firm can afford to employ either staff or expensive agencies to manage their press work.
At words'worth, we have great relationships with journalists and researchers all over the UK, and can tailor any news item, any press release and any article to appeal to that professional and his or her audience.
Whether you need to catch someone's attention so they follow up direct, or get a story or article placed, we have tricks and contacts to make that happen.
Hint: a well-written piece, word-counted and in the style of a publication, submitted on deadline day, is far more likely to be accepted and run than something confusing, poorly written or late, and which then needs more attention.