Personally, the free minds website and Ray Franz books were the most powerful items I came across. I think everyone will be touched in a different way and so there is a need for every possible type of publicity. I think there can never be enough websites, discussion groups, books, articles, comments on newpaper pages about witnesses, blogs, facebook postings, etc. In marketing we say you have to touch someone 7 times to make your point. So the more stuff that is out there- the better.
Obviously, you have to be very careful not to trigger the defense mechanisms of JWs- so common sense, facts and non-adversarial methods are usually more effective. It is also helpful if people come across apostate information when they are not looking for it- which is why I say commenting on news media websites when they have an article about JWs is a great idea. JWs circulate links to these articles all the time.
PS- ATJ- we know people in common- PM me sometime and I'll elaborate.