Jep, you start with a very attractive story in a concentrated campaign and then you should be able to "feed" the media with supporting follow-ups.
It's pureley human: We recognize things when they suddenly occur, not when they come step-by-step - and the "secret" of a excellent pr/media-campaign is to hold (and maybe increase) the attraction of your target groups.
But now enough of communications, my family is getting hungry:
"PROST!"
;-)