Instead of running our usual "be safe while hunting" news releases this year, we went with an Invasive Species: Zombies post. So instead of hitting our usual audience, who mostly reads the headline and forgets the article, we tied in with zombies and encouraged hunters to watch out for them this fall.
Response has been great. We don't have the exposure that the CDC has, but we have had a nice bump in our traffic, some great press and overwhelmingly positive comments from the public.
This type of article didn't take any longer than a regular news release (except for the time it took for management to accept the risk). and we're finding that people are actually reading the entire article and getting some good take-away messages.
Worth the risk? Definitely.