The Trick To Press Release, is to be newsworthy.
Celeb date celeb to gain more paparazi and news. Some guys create a video and hire 2 bodyguard and make it such that they are a celeb in US, this is an example of turning somethign fake into true.
Celeb product sextapes to be famous. Those people does things to the extreme.
They get married and divorce in 1 year, the whole world knows so does their popularity.
Their death can also increase their popularity and sales. Check out michael jackson.
So do whatever it takes to create a newsworthy press releases and make it TRUE.