A newly launched Mormon church public relations campaign appears to be having an impact on news coverage, as newspapers, blogs and television stations across the country are doing stories on mainstream Mormons and, more importantly, the difference between them and the polygamous FLDS.

The Rochester (New York) Democrat and Chronicle printed a large story headlined:

Rochester-area Mormons seek to reach out in new ways

The extensive package included a sidebar profiling every-day Mormons.

The Rochester paper ran the picture at right with the cutline: "The family is considered the primary unit of the Church of Jesus Christ of Latter-day Saints." Who doesn't love babies?

Mark Rose on PRBlogNews is impressed with the LDS PR blitz:

Pity the poor polygamist. They have been collecting wives quietly hidden under the protective cover the Mormons way before wife collecting was popularized by Jacqueline Suzanne. Now the Mormons are striking back with the power of PR.

Of course, the FLDS, who have their own arsenal of cute babies, have launched a PR program in the form of a fashion website.

Pure genius. It won't be long before Angelina Jolie and Minnie Driver are decking out their kids out in fashion-forward FLDS bloomers and bibs.