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I can't find a good example online right now. But you can take a look at this intro [iedge.com.au] maybe. Let the intro run and when the logo appears you will see two "sparkle" effects and you will know what I mean. I hope this helps.....
three layers:
mask
glow
type
Type is your base colored type. Mask is a mask outline of the type, masking layer glow.
Glow is your . . . glow. Paint a blend or star-glow in it. If you get into it enough, you can even animate the glow itself so it rotates or changes size as it moves across the letters.
Which gives away the trick, create a tween that moves the "glow" across the letters, which is masked by the mask later. The effect will be that the glow is shining across the letters.
Another approach might be to create the animated rotating glow in a movie clip, then drop the animated version into the glow layer and combine it with other effects for a fairly random-looking effect.