If you have limited time, concentrate on MixMax's first point-- being worth talking about. It's all about the story and NOT about the algorithm. Read "Made to

If you have limited time, concentrate on MixMax's first point-- being worth talking about. It's all about the story and NOT about the algorithm. Read "Made to Stick" (the book) to understand the recipe for press-worthy ideas. I'll summarize it for you: To be a sticky idea, it needs to be simple, concrete, credible, trigger emotions, and have a STORY arc. You can read the excerpts page to get the gist: http://www.madetostick.com/excerpts/ http://www.madetostick.com/excerpts/ They MIGHT have done it with PR talent/relationships and outreach... But quite possibly all they did is craft their story well. The "green" stuff is really hip right now, so that gives them a HUGE leg up. (we've gotten ridiculous PR and blog coverage and not once did we ever hire a PR pro or email a reporter)