Think twice before you send that eMail !

Steve Rubel has some good advice for PR professionals, who want to pitch bloggers:
Back in my early career my mentors used to tell me never put anything in email to a journalist that you wouldn't want on the front page of The New York Times. Well, nowadays you need to think bigger. I say, never put anything in an email to a blogger that you wouldn't want to stick on your own forehead for life! (...)
Where is the difference ? That specific front page of the New York Times is on display for just one day, while Google doesn't forget mistakes for a very long time...