Briefings, early announcements, and a press release that limited the news to three main takeaways were the lynchpins of a strategy built to maximize coverage across industries. Since V-Ray Next isn’t limited to a single set of users, each pitch needed to be customized to reflect the tool’s specific uses for that industry – which meant expanding on the talking points without losing sight of the key messages. The strategy worked. The embargoed releases led to an increase in first-day postings and the briefings helped press buy into the idea of smart tech. This groundwork also helped us prepare for future iterations of V-Ray Next, which we’ve used to generate a steady stream of stories throughout the year.