Schmidt and Google's co-founder Larry Paige gave a briefing to reporters yesterday, which in itself is an interesting point, given that Google took a slightly unusual route when releasing the news in the first place--opting to use only its own blog, rather than a press release.

The old way of pushing information about your product to as many people as possible via mass mail is gone. There is just so much noise out there and no one cares.

The new press release is work on your product, create something people want to use and talk about, and then people themselves will spread your message for you. And they will spread it to many more than your traditional press release was able to. And people will trust it more as it comes from real people, not a PR department.