I did a fairly in-depth analysis of whether direct-to-consumer press releases suck ( http://www.mylongtail.com/blog/2006/06/direct-to-consumer-press-releases.html ). Bottom line: both blog posts AND press releases are going to reach a certain portion of consumers ANYWAY. The damage is done. You might as well write them so that they work when read by consumers. But be careful about using this shotgun approach to getting your message out, as you're passing up on the opportunity to offer exclusives and scoops to your favorite and most influential journalists--who still hold much more sway than this "revolution" gives them credit for.