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Spend 30 - 60 days listening. Find out who the thought leaders, bloggers, journalists who matter and don't do anything. Just listen on twitter, facebook and the blogosphere. You'll get a sense of opportunity through this discovery. I actually think it's to your advantage that you have no background in doing this.

Build a body of work in the form of a blog. Much depends on the size and scope of your company, but branded journalism can really make a huge difference.....

You might also consider a press release through BusinessWire's college and university circuit.