In this month’s Web Marketing Association Interactive Briefing Newsletter, there are two articles you might find interesting:
Pull PR: Combining SEO and Public Relations – Giving to get, transparency, conversation and participation are key concepts when it comes to an online PR program that involves not only blogger relations but also the search engines.
http://www.webmarketingassociation.org/wma_newsletter08_03_widget.htm- Letting your customers consume content on their own terms.