Tip: pick out the top 4-5 points from your report and share them in the blog post as a teaser.
Otherwise having to read a multi-page scribd document just to get a clue requires way more time and attention than most people who can give you coverage have.
This is awesome. Can't wait to see it on ESPN ;)
Why are they using a PR agency?
Probably because they think a PR agency helps them do a better job on PR. Lots of companies use PR agencies and sometimes they are a valuable service.