The back of most business journals—where they list the new hires, job changes, new contracts, etc.—is one of the most well-read parts of the newspaper.

Sales people use it for leads. Business people use it to stay atop the latest business gossip. And lots of others read it because it’s easy to scan.

Best of all, it’s the easiest part of the paper to get into.

As a publicity expert and former business journal editor, I recommend that people go after the big stories. But they’re difficult to get. You can keep your company’s name in front of the public over and over again by submitting briefs because newspapers feel obligated to print them.