I couldn't agree more tasmanet.
If Callidus ever wants to see how the professionals do it, it should take a look at Beckerman PR's work with NENE. (Sorry, I know we're all sick of hearing about NENE but it's such a great example of targeted exposure translating into huge SP gains).
http://www.businesswire.com/news/home/20101027005229/en/Beckerman-Client-Energy-Technologies-Featured-CNBC-Report
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