Great case study from Todd Defren over at Shift Communications in the USA showing how really targeting the message pays off. Many PR companies make the mistake of 'broadcasting' just like you would with a press release. Throw if far and wide and something will stick...

As Todd explains being selective and building a relationship with key influencial bloggers is key. The challenge is there is no media list to simply look up and build a mass e-mailing list. It takes desk based research to find out bloggers who have good 'circles of influence'. As Todd shows that sort of research pays back dividends.