PR is a great supplement to your standard advertising and marketing activities.  Getting “ink” is always a plus and the Marketing Guy has 24 suggestions on how to do just that. Here is a partial list
:

  1. Target, Target, Target
  2. Grab Attention
  3. Know the editors
  4. Offer Yourself as an expert

Read his blog for the rest of the list

In addition to his points, I would reccomend that you also include on-line distribution of your stories.  While today’s newspaper lines Tweety’s birdcage tommorrow, the net remains forever.