Well, not really. Despite the headaches and last-minute dramas that plague the PR industry, the best way to bring positive attention to yourself and your product is sometimes the simplest: Just do your thing and talk about it to anyone who will listen.

Of course, it helps if your name is Jerry Seinfeld. Most entertainers and media pros aren’t quite blessed with Jerry’s cache: Despite some dubious career choices, he will always be the star and co-creator of scripted comedy’s once-and-future-king, a show whose ratings will almost certainly never be surpassed in an era of splintering audiences and dwindling returns.

As Mediabistro’s newest property LostRemote reports, Seinfeld has apparently revived the struggling Sony Pictures venture Crackle on the power of name recognition alone by taking every opportunity to hype his new, extremely low-key project “Comedians in Cars Getting Coffee” (with the help of a few obscure thespians like Larry David and Ricky Gervais). Is it funny? That doesn’t really matter: It has certainly led to new interest in Crackle, and Sony now plans to develop original scripted series for the site in the interest of competing with Hulu and Netflix.

Bottom line: Seinfeld seems to have made himself relevant again, and the workload involved so far has been light enough to make even George Costanza proud.

While we were away, the Golden Globe awards happened. Glamour, glitz, Madonna made a funny!

While we were casually flipping back and forth between the awards and the Australian Open, others were tweeting with purpose about all of the goings on in Hollywood. According to some new numbers, there were more than 822,000 tweets from nearly 300,000 unique users. The most retweets were for the one at left from Zooey Deschanel. Others who had the Twitterverse all fired up were the host, Ricky Gervais, Perez Hilton, and Game of Thrones. TweetReach tells the tale in the infographic here.

While the tweeting reached an all-time high, the ratings did not. It beat other programming on at that time, but fell short of last year.

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This week, we went from an Oscars hosted by Eddie Murphy and produced by Brett Ratner, to one hosted by Billy Crystal. The L.A. Times points out that Crystal last appeared in a hit film in 1999 with Analyze This. Zoinks.

This year, the Oscars was all about reaching the young people, with lots of social media stuff surrounding the broadcast and two young hosts, Anne Hathaway and James Franco, who were specially selected to get the youth vote. That was a bust.

The L.A. Times suspects that the Oscars has now done away with its youthful aspiratiosn in favor of the tried-and-true. The last time Crystal hosted, in 1998, it was the highest rated broadcast of the awards ceremony ever.

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The Golden Globes are over (although people are still talking about Ricky Gervais) and now it’s time to look forward to the 53rd Grammy Awards, taking place on February 13.

Mashable spoke with the Academy and their creative team at TBWA\Chiat\Day about this year’s promotional campaign, called “Music Is Life Is Music,” which has a heavy focus on social media, interactivity, and augmented reality to illustrate everyone’s “musical journey.”

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