[akc]

I'm curious as to how they were able to line up the NYT coverage http://t.co/qCFneXpJwV with the launch announcement. Any idea who reps them, PR-wise?

[hunterwalk]

it's the former CTO of Facebook. My guess is no rep needed.

[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.