http://www.danavan.net/weblog/archives/contrasts_press_releases_vs_blogs_blogging.html

I still think there’s a definite place for the press release–but not, fergoodnessake, those horrid no-news corporate blather annuncements. If you find the real news in it, a press release can be just as exciting as a blog.

As an example, I was once hired to write a press release for a new book on electronic privacy. Instead of the boring, expected “Electronic Privacy Expert Releases New Book,” my headline was “It’s 10 O’Clock–Do You Know Where Your Credit History Is?

I had fun with it, and so did the client–and, I imagine, the media that received it.