Totally agree. It's a second product, which a supply chain that travels from real events through a CEO and PR person to a reporter's desk, and a product manager

Totally agree. It's a second product, which a supply chain that travels from real events through a CEO and PR person to a reporter's desk, and a product manager, who is usually that PR person. The one other thing I would add is that there's a real temptation to overmanage the message you send to reporters, which leads to too much business-speak where everything is sunshine and roses. The best stories are frank, they involve struggle and color, and they usually piss someone off.