My guess is that in this particular case since two of the leadership (CTO and CSA) are journalism professors they didn't even need a PR firm to do this. It's po

My guess is that in this particular case since two of the leadership (CTO and CSA) are journalism professors they didn't even need a PR firm to do this. It's possible to contact journalists direct obviously (and I've done that and landed on the cover of the WSJ NYT etc.)