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Running some sort of diffuser on your flash, or bouncing it off of either the ceiling or a wall (if they happen to be close and a light enough colour) can help to cut shadows. Reducing flash intensity and shutter speed and using more natural/ambient light (longer exposures, if people aren't moving too quickly) can also help to cut shadows and make your backgrounds look brighter, especially in areas that are too large for your flash to light on its own.
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