She said to tell the Press if I had taken on an important new client. She said to tell the Press if I had sent all my staff on a special training course. She said to tell the Press if I was hosting a local seminar. She said to tell the Press if I had kitted out the office with a new computer system. She said to tell the Press when a new team member joined - and so on.
She also said that most of what I told the Press wouldn't actually end up in the newspaper, but what I was actually doing was building a relationship with the Press - so that the next time they needed to talk to someone who had the expertise that we had in our company, it was pretty likely that they would turn to... me/us/our company.
Look at LinkedIn as a powerful online PR tool for you and your business. And guess what, even if your 'news' doesn't end up in a newspaper or magazine, it will definitely be on LinkedIn for all your contacts and followers to see.
What's more, regular, visible communication of news and updates does something else that's really important in this day and age - it shows that you are alive, vibrant, doing things, trading, moving and shaking.
Connect with journalists in your industry who are using LinkedIn and make sure that they see your updates too - whether on your personal activity updates, in your Groups or on your Company page.