I think the idea is that you can pay to get press coverage, not to the journalist but to the PR agency. It doesn't matter if you have a finished product or vaporware.
It feels less like paying for coverage and more like paying for the machinery around it.
Once that’s the case, it barely matters whether something is finished or not. What matters is whether there’s a budget and a push behind it.
That’s the part I’m trying to wrap my head around.