RE: newsdnd...if you are referring to the "made-in-Canada" article I believe this would fall under the category of "self promotion" helped along by an external publicist (firm).
Hence, news-based in this case, but with more commentary and background than a standard press release and more like a mini pre-written article for insertion in a newspaper or web site. Thus, no associated press release. I could be wrong but that's my guess. And, I would strongly support this "promotional" initiative (if that's what it is) and hope it is one of many articles and new "types" of initiatives we will soon see.
I have to believe Endo would still need to "sign-off" on this communication. Which then raises an additional question(s) as why we have not seen this (type and level) of related activity before (since Endo exercised its option for exclusive global rights)? Is the answer as simple as undervalued sp = greater need for more communication of all the very exciting things happening at Bioniche (Urocidin-specific as related to Endo)? Would Endo have been comfortable with this heightened communication before? Not sure.
Anyways, I like it....a lot! Have a good one, rg