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If your local media are running a story on your or based on some thing you have sent them such as a press release, unless they contact you for more details or an interview, you probably won't know it's happening.
But you can still find out what has been published about you using Google Alerts.
This can be used for so many things, but in the case of tracking media coverage, the best advice is always to enter your business name, contained within speech marks.
Then create an alert. You can swap from a once a day digest to as it happens.
Sources is if you only want alerts from certain parts of the google universe. Leave that on automatic.
You can choose to either have the alerts delivered to an email address, or an RSS feed.
And finally you might want to accept google's suggestions of tracking your self in search results, either by name or email address.