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Google alerts provide you with direct news feeds in real time, as they are indexed. This means that if your competitors' PR company have published news on quality, news aggregation websites, then this will be picked up by humans at Google, who will then filter that news into their Google Alert system.
Anyone can sign up for alerts, go try it www.google.com/alerts . You choose the things you are interested in. So if you are a Graphic Designer based in Windsor, you’d filter for designers, for “graphic design”, for Windsor, and this will then keep you tuned in as articles are published or, probably easier to manage, on a daily basis.
Managing Your Google Alerts |