This article from WorldWit concerns how to use PR for your benefit, and yes, it has some good advice for freelancers who want to position themselves as experts. Moreover, I thought there were some interesting tips in there that bloggers can use on how they can promote themselves, ie:

1.) Use a hook, not persuasion, to capture the media's eye. If you are speaking to a TV producer, give him or her an idea for an entire show that can be done around you. Do not mention your book or service. They know why you are approaching them. If they're interested, your book or service will be mentioned later.

This is advice that I need to incorporate myself--instead of just sending a link to a site that I hope might link to me, I can include an explanation about what it is and why they would care.

4.) Don't take it personally. Media members are busy. They might not remember you. Stay professional.

If you send a link to someone and they don't like you, don't crybaby about it because then they'll extra not link you--bloggers don't get paid enough to respond to such complaints.

5.) Take time to build relationships. Producers and editors are people, too. Don't be disheartened if they don't show interest right away. Keep at it. Quiet persistence is best. Kelly Kirkendoll Shafer of Shafer Communications landed her client a two-page spread in People magazine. It took 18 months, delays due to Brangelina, and many phone calls to seal the deal. "Follow-up without being a nag" is her sage advice.

Most of the time when I send a fellow blogger a link of interest, I know the blogger and they know me. When I receive suggestions from strangers, it helps when they introduce themselves a little bit and, believe it or not, take a second to tell me they actually read the blog I write. I don't think I've ever posted a link sent to me in an email that begins "Dear blogger..."