Of course, that’s overstating it.  We’re not of the mind that the ‘press release is dead’ (one of many memes tech savvy PR types are wrestling with today).  We do think blogs are great tools for PR.  At the very least, they are a super efficient way to distribute & syndicate the PR materials your company invests so many resources to develop.  Many journalists have already been vocal about preferring to get RSS feeds  instead of email pitches. 

This article talks about a security firm who garnered international press attention from a single blog post.  Sunbelt Software wrote about an identify theft ring on their blog devoted to security issues.  The next day, media picked up the story, and other bloggers reposted it.

We have a lot of people who monitor our blog, a lot of the people we deal with in the industry," said Eric Sites, Sunbelt’s vice president of research and development. "It’s a pretty quick way to release the information."

The information went up Aug. 4. By the next day, two tech publications, InformationWeek and ComputerWorld, had stories online. And from there, other bloggers picked up on it and the news quickly spread around the world.

In addition to blogs linking to each other, the news also got distributed through a Really Simple Syndication, or RSS, feed for those who signed up to receive Sunbelt news."

[via Micropersuasion]