Peter Shankman, who I’ve known for a long time (OK one of those people that I know via email), is doing a good thing. He is encouraging PR folks to link to this release from US Netcom for a very good reason. We want as many people as possible to see this release to show what you shouldn’t do. We want as many links as possible, so we drive up the Google search result for this release.
From a PR perspective, companies don’t want to be in the short-term sensationalist stories about tragedy. From a business development perspective a company would want to be in the education journal/trade publications stories that look at this situation through a real lens in a month or two. This was a terrible tragedy. Something similar will happen again. Don’t chase the ambulance. When publications that matter to your audience are looking for real recommendations on how to protect kids, help them. You’ll be better off in the long run.