Yell from the rooftops
When your company does something right, you want to yell that from the rooftops. A part of public relations is publishing successes and cementing those successes in the minds of the public. Whatever it is that your organization is doing right, get that information published right away. If your University department completed a study showing that conjoined twins share heart rates after separations, get that story into the newspapers and make sure the keywords "University of." and "department of." are all over that story.
Maybe your scrap booking company wins an award for its nice website. Get this story out. When you make your next set of fliers to advertise a scrap book convention, get that award on the fliers. Anytime you do something good, advertise it.
