If you think about it, there are a lot of similarities between the two, whether it's your business' electricity generator or its publicity generator that fails. Either way you will be left in the dark. Whether it's trade magazines, newspapers, TV, radio or the increasingly popular online news outlets, media sources all over the nation are constantly in search of stories from small and large businesses. It just requires you to fire up that publicity generator and shine some light on it for the media to see. Media outlets, especially trade-specific ones, will often profile businesses or products that are uniquely solving a problem in a respective industry.
Case studies work great.
Show an editor or reporter how your business positively affected one of your clients and how it can provide similar benefits to others. This may also help get some free publicity for your client as well. If your business has a product or service that is truly unique, unprecedented or cutting-edge, that lends itself very strongly to an effective publicity campaign. All of these newspegs are potential publicity generators for you and your business. Conduct meticulous media market research to find those outlets applicable to your campaign.