If you're starting a new blawg or blog, why not do an honest to goodness press release about it, of the kind that gets picked up by Google News? That's what Stephen Holzer did to announce his new weblog on all things environmental law. Check out Chris Pirillo's interview with David McInnis, and David's site PRWeb, for details and advice on how to make that happen.

Weblogs are a welcome means of getting away from traditional PR vehicles like press releases, but 1) there's no reason a press release needs to be conventional or boring, 2) PRWeb makes them accessible, and 3) just as people still read dinosaur blogs, so do they still read press releases. (Well, for the time being, anyway. Just the opportunity to have Google News announce your site is worth the effort I would think.)

[Update:] Great tips in my comments from a pro, Jeneane Sessum:

[F]or weblogs, I'd try to make the release reflect who you are in your weblog. If your weblog — even business — is funny and sometimes sarcastic, like Phil Libin's of corestreet — I'd be that same individual when writing the release.

Some other ideas — mention some folks on your blogroll, or others in the online community your blog intersects with. Talk about "why a blog?" and make a prediction or two about where you see blogging headed in your industry.

If you're speaking or attending any conferences, I'd toss in the opportunity to talk in person at the upcoming xxx conference. I'd also tell them that readers are welcome to comment on the weblog (assuming you have comments, and you should).

Those are off the top-o-my head. I'll think some more about it.

(Links added.) Thanks J, the legal field (and most other parts of the business world) can use all the help it can get in this area.