Unless you subscribe to the theory that there is no such thing as bad press, don’t be the company that emails us and compares their new product to Flickr, but spells it “Flicker” in the email. And don’t send us links to the product that show error messages that are completely wrong. In this case, the message on the link says they only support Firefox versions 1.5.0.8 and higher. I’m running 1.5.0.12, which is the most recent version in the 1.5 product.
If you aren’t ready to get press attention on your product, don’t reach out to the press. And figure out the correct spelling of the companies you are claiming to be killing.