PRNewswire and Web have the potential to be a repository for these releases, and would certainly be better than the 100 different feeds issue I highlighted. Except I really think that it should be a free service for anyone registered as a company.

James - I was especially fond of the steak pie analogy I am concerned that these sorts of DIY marketing approaches move to undermine PR companies, 90% of which do a fine job at helping me find material that’s useful to readers.

Though Digg has the propensity to be abused, as it already has been, Digging a story doesn’t mean you are digging it as a finished product. I see digg and delicious acting in many different ways for many different people. They can both bookmark and they can both increase visibility and shelf-life of a story.

I tell my clients to include links to digg and delicious when pitching journalists/bloggers because, if they can’t, or don’t want to, write about the story but still think it’s interesting or may write about it later, digging or bookmarking the release will allow them to keep track of it, see how many people find it interesting, or at least do a small part to make the story penetrate the overflow.

And aren’t releases supposed to make journalists’ lives easier, not harder? (to your steak pie point).

Looks like Edelman have, to be fair, done a not bad job of creating a product they think clients will want. But I’m not sure they’re right.