One of the most elusive goals of a press release is that the release itself becomes a topic of online conversation. Of course, those of us who write and send releases would love to have mainstream media write about us. But what might be even more difficult is to have bloggers start a conversation about the contents of a press release.

What do you think about the press release as viral marketing fodder? Can we communicators make it happen? Do bloggers care?

To get you thinking, check out today's PRWeb announcement -- a cool experiment with these ideas by offering a $1000 prize to the first blogger who successfully identifies enhancements in the PRWeb service and responds by blogging about it and sending a trackback.