A great way to get your organization noticed is to share an interesting experience with "citizen journalists" and let them tell your story. (Citizen journalists include bloggers, podcasters, video-bloggers, people active on Twitter, and the like).
The flight originated at Hanscom Air Force Base in Bedford, MA, went out into suburban Boston, flew over downtown and returned. Unlike commercial aircraft, we were encouraged to use our wireless mobile devices throughout the flight. It was very satisfying to live tweet while flying.
If you don't have a hot toy to give people rides in like GM and the Marines, why not organize a dinner for bloggers with your CEO? Or a special Webinar to pre-announce a new offering. Or a product sample? Or something even more clever?
Disclosure: I have done pro-bono work for the U.S. Department of Defense and the Marines.