Press releases for electricians

So my buddy was working on the power lines and his photo ended up winning an award. Our local office sent a press release out to a few local papers and suddenly the company website for Puget Sound Energy is getting a lot more traffic. I had no idea that would happen and now I'm trying to figure out what I can do to get more traffic here. I should have taken more pictures at the opening of the Snoqualmie Hydroelectric Park. I took a great picture of a kid powering a light bulb with her own brute force. Surely that's newsworthy, right?
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