On the Radar Screen

When PR NEWS recently received a press release with the lede, "Gerbils shot out of a cannon, kids belching the alphabet, college students frying goldfish for dinner," we were naturally intrigued. The release, which announced the debut of crosswalk.com, an Internet gateway for the Christian community, continued with the following claim: "Despite the need to establish brand awareness and acquire customers fast, there's one dotcom that believes its message is shocking enough without resorting to wacky, crass and bizarre advertising tactics.crosswalk.com thinks that a site featuring faith, values and character is shocking enough to elicit attention."