In these times of incessant sensationalist media bombardment, people have attention spans shorter than...oh look a squirrel! What was I saying? Oh, yes, people have attention spans shorter than two Tweets plus a cute cat Vine video. This has caused media news cycles to become compressed. You may put out a press release that you think will give you days or even weeks of positive coverage and attention, but you're in for a rude awakening when it gets swamped by an avalanche of new Kardashian selfies. Media outlets have to come up with content to fill 24-hours of coverage and because of this they try to make things appear to change more than they actually do to try in order to hold people's attention. In an effort to combat the slow intellectual erosion of potential investors, you must increase the frequency of your press releases and pseudo-events (events you create to make look like news) dramatically in the early going. Blitzkrieg can be translated into "Lightning War" and a method of warfare characterized by a series of fast and powerful attacks in short succession in a concentrated manner. Like the Germans invading Poland in 1939, you want to adopt a Blitzkrieg PR campaign in the early going. It hardly matters what you have press releases about--it matters more just that you are in the news. When this happens people will generally be seeing your company in the headlines and checking the stock and tweeting about your stocks, this rush of attention in a raging bull market will generally lead to dumb money flooding in and running your stock up--this is the perfect way to kick off your hype campaign. It is important to use creativity in order to come up with enough things to create press releases for in a short period of time (~1 week to ~3 months)--ideally you have news of new partnerships (do not disclose any terms or related financials) and can get positive association with bigger, more well known companies, such as when Elon Musk alluded to Tesla working in partnership with BMW: "We are talking about whether we can collaborate in battery technology or charging stations," Musk was quoted. (Nevermind that a BMW representative responded with this: ""Elon Musk is using us for PR purposes". "BMW can currently not recognize how the company would profit from Tesla because the young EV manufacturer does not have a technological advantage in any single area.")
"The electric car company Tesla gained about $2 billion in market capitalization after Elon Musk's October 1 tweet that it "was time to unveil the D and something else." - Be sure to work in cryptic language and vague references as much as possible, to let the mass' imagination run wild.
Your Blitzkrieg Hype PR Campaign would be even better if you can also work in some press releases that highlight meaningless metrics, such as Tesla's in regards to opening their 50th Super-charging station in Europe, or Zillow's fluff PR from just one week ago: "More Than 1 Million Real Estate Professional Reviews Now on Zillow."
Studying Elon Musk's Twitter history can also serve as a good guide. When there is bad news or operating results at your company, you should re-initiate another Blitzkrieg Hype-Cycle to shift investor attention away from your ongoing cash burn and instead dangle something shiny in their faces (just make sure the actual deliverables are years down the road). In the early going any news is good news--once the gullible sheep believe your story hook, line and sinker and are acting as your Hype surrogates at cocktail parties and on message boards all over the internet, then you will want to slow the news flow to a dead stop. At that point, only positives will be projected upon you. This is akin to the wise saying that it is better to keep your mouth shut and let people think you are a fool than open it and remove all doubts.