[wilfra]

No rep needed if all they want is coverage. If they want to craft the message, they still need PR. The job just changes from selling the story to getting the right people to cover it in the right way.

That's why Apple still takes PR very seriously even though the media are going to cover all of their product launches anyway.

[corin_]

I think he meant "No rep needed [to get NYTimes to publish to their schedule]", not an overall piece of business advice