Michael Schudson

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.

If you've done a bit of journalism, everyone assumes you must be moving into PR. We're absolutely not becoming a PR agency and we're not turning into Brunswick. We will remain SRU, but we will be owned by the Brunswick Group. It's quite different.