offline PR tactics that can be twisted to work online

I'm thinking about doing some research into offline PR tactics that are - or could be - used online for successful online PR.

A classic example of an offline PR tactic is a press release which is used online both to create buzz (traditional goal) and backlinks (online goal).

I did a google search but couldn't really find anyone that had covered this before. If anyone has any good articles/ ebooks on the subject or has worked in PR and can make some recommendations I would love to know!

Word of mouth.Instead of sending the client a mail,you can call them or talk to them personally if possible.Make sale through your own words.