The scenario: You've got a Product you're going to announce in four weeks. It's neither a modest upgrade nor the Greatest Thing Ever, but you think it's very good. I'm not going to describe the product, create one in your own mind if you need to, but for the sake of the exercise:
--A very large percentage of Nikon pros, a very large percentage of enthusiasts, and some consumers will want it
--the price point will be OK for 80% of the people who want it
--release in three months (two months after announcement). You do think it's going to be a hit but you can't reliably guess how much built-in order backlog it will be.
The goal: you want to sell as many units as you can as quickly as you can. That's it.
The question: How do you manage the next four weeks before the announcement? Possible options:
1) Do not actively manage what gets out. Que sera sera.
2) Aggressively try to keep the product/specs under wraps until the announcement.
3) Strategically leak to sites like [NR] to both build anticipation and make sure the leaks don't over-promise.
4) Make sure a prototype gets "accidentally" spotted somewhere/reported on.
5) Something else/some combination.