About protocol upgrades being events, I'm not sure if blokhaus has tried but I feel that they should treat them as tech companies treat new products: - Setup a 30-60 minute group briefing with all the top press outlets - Have a slide deck and 2-3 presenters that contributed to the new features explain them, giving context to why they're important and how they're different/better than what others are doing - give one on one access to a reporter or two to dive deeper into different story angles such as how the upgrade process has evolved, enabling projects they're working on the side (red bull, etc.), how certain challenges have been overcome, how contentious ones have played out, etc. Given our 3-4 upgrades per year, that's an opportunity for a steady stream of storytelling and it's cheap (earned media).
