Here are some articles / links that might help:

http://thomaskorte.com/archive/how-to-cold-email http://news.ycombinator.com/item?id=1351460

Here's some things you shouldn't do:

http://www.jonathanfields.com/blog/trainwreck-blogger-jv-pit... http://www.jonathanfields.com/blog/pr-social-media-gone-bad/

Hope it helps!