> Work out what keywords are relevant to your target

> Go to google trends and check out the relaitonships between amount of 'news' and number of searches. Use a relevant term to act as a benchhmarker. You are looking for lots of searches and not a lot of news volume . This shows you that there is a buzz for a particular term

> Sign up to Google mail and set up alerts for the phrases you are interested in and make sure you use the comprehensive search so you get a broad net

> Go to Technorati and set up email alerts there

Then you start wading through the stream of news, views and background on your target.

By going on to blogs and various sites, you can get a real feel for the 'landscape' and from there you can begin to target the core influencer sites and blogs in you online PR offensive.