Sometimes a company wants journalists to see an announcement before the public does.
Publishing a research report does not automatically create a media story.
Having a newsworthy announcement does not automatically mean journalists will cover it.
Expanding into another country creates more than a distribution challenge. A company may already have a strong story in its home market, but the same announcement can lose relevance when it crosses borders.
Software companies rarely lack things to announce. New features, integrations, funding rounds, customer wins, market launches and product improvements happen continuously.
A company announcement can generate attention for a few days, but journalists may need information about the business long after the original story has been published.