I am saying that if it's going on shelves and they're ready to announce more than one location, then yes, that's worth PR'g. But, why PR it's in Altoona, PA on Monday, then it's in Erie on Thursday, and then PR it's in Manhattan on the following Monday... etc.
Save the PR so you can say it's all over the place... it's more bang for your buck IMO especially given it costs to put out PRs.
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