I have some slight experience with the PR world. The thing I think went wrong here, is that the news slowly came in over the course of several days. Each one ad

I have some slight experience with the PR world. The thing I think went wrong here, is that the news slowly came in over the course of several days. Each one adding slight excitement, but individually insignificant. First there was a story about a landing going to happen and the first pictures from space. Then there was a story of landing going on but they would only have results a couple of days later. Then there was a story of the landing seemingly successful and now they have images. If you compare it to a Tesla launch. One clear moment defined in time, various completely superfluous but amazing details for the stories. Most importantly: high quality photogenic imagery! All leading to a giant one day peak of excitement which does take the frontpages.