If there was ever more true advice, I haven't found it yet, Brendon. In my current job I read dozens, sometimes hundreds of press releases a day ... desperately looking for one that actually tells me something. XYZ Corp released the Great White Statisframmer today. XYZ is the greatest thing since sliced bread, etc., etc., etc. I might want to write about and or by the Great White but I'll never know from the press release.

Your example says it all ... a TV station or radio show can not afford to pass up 'local boy makes good' stories like this,whereas a typical press release about XYZ web design being great? Yawn.