For the most part, it's very difficult to strategically control publicity efforts. In this respect, such efforts are very similar to

Question

Quizplus · Accepted Answer

Press releases are typically distributed to a wide range of media outlets and it is difficult to control how they will be received and reported. Press conferences, company newsletters, and event sponsorship can all be more controlled and strategic in terms of the message and target audience.

For the Most Part, It's Very Difficult to Strategically Control