Here is a post on PR vs. Advertising by Tom Hespos. It is interesting to me because of what Tom says about wine, Ernest & Julio Gallo and his college newspaper.

I also think he would be an interesting person to talk to. By posting here, Google, my online errand boy, will send him an email letting him know I said something about him. He will visit this site, read this comment, and maybe post a comment saying thanks for mentioning him.

Read his post and you will see why that will happen. It is important to understand the tools that can create buzz for you.