The first thing to consider is why you want the program. Goals are important in this business. Sure, you can get some visibility, get some stories in the paper, in the trades, etc.
Sales are generally important to most companies most of the time.
But other companies are headed for bigger things down the road. The way you get from point A to point B might be a little different. In the case of our clients, for example, whose goals might be to pump up the company for an IPO or an outright sale, we have found significant interest in bringing company news and case studies to the attention of the analyst groups. This does a couple of things. However, if the budget allows and the priorities of the client point us in that direction, we could just as easily mail to the lists of analyst groups and others.