We’re on the brink of a new product release. We have someone on the ground at tailgating parties to talk to those who are having a blast and will make much content from that. We have a release to tell the media masses and we have a star-driven video effort to hopefully make the whole thing more “viral” (ugh).

This is where the nuance of PR and/or marketing kicks in. The press release is not the story. It’s the conversation with the journo. It’s the pitch. It’s all that plus great content (our Brit-hosted content is good, not great, you want it to be raunchier).

Ultimately, we’re not launching anything new and when that’s the case how can you expect NEWS.