In the olden days (a few years ago), there was a standard formula that
was used to generate publicity for a company or product, and PR
companies used it like it was going out of style, which, oddly enough,
it was. The idea was to do a wide distribution of a press release,
create expensive television commercials, focus on getting coverage in
the largest print publications, and then wait for the customers to
hurriedly come to your front door.