For too many PR agencies the press release is the weapon of choice when trying to get coverage. While it works for background communication, to get coverage that achieves real results PRs need to be targeted and provide the right story to the right individual. Perfect examples of this approach are The Times/Sunday Times stories Speed clients were in over the weekend. These ranged from a Toshiba hard drive product review in the Playlist Gadget section, through linking Infinera to environmental issues and getting both Admob and Stardoll into a profile piece looking for the new Google. Impressive stuff and well done to the respective teams.