New Jersey PR shop Swordfish Communications jabbed Amazon's widely covered test of drone delivery with an announcement this week that the firm will be disseminating press releases, product samples and other press kits to media via drones.

dronePress materials will be dispatched at speeds of up to 95 miles per hour, allowing for as many as six media encounters per hour in its Philadelphia-area market, said Swordfish president Gary Frisch, tongue firmly in cheek.

“We’re extremely excited to take public relations to the next step in its evolution, by getting important news, sample gadgets and client-themed swag into the hands of reporters and bloggers faster than they can write a story from beginning to end,” he said.

Frisch said its apocryphal drone PR blitz isn't ideal for all PR items, though. "Fragile items, like coffee mugs emblazoned with book titles or new website RLS, will still be sent via traditional ground delivery services to avoid breakage," he said.

While O'Dwyer's received the news via email, Frisch said "that means there are kinks that need to be worked out."

On more solid news footing, the New York Times reported this week that Google is quietly pursuing drone projects, in addition to Amazon's well-publicized program.