"I've seen posters on this board and other boards over the years make comments about how such and such news out to be emailed by the company to various organizations.  Lately, the focus seems to be on sending the recent kidney news to various kidney charities as a way to get publicity...."

On that subject, here is some info from Health Canada. 

Drugs and Health Products
The Distinction Between Advertising and Other Activities

Issue

Health Canada recognizes the importance to the pharmaceutical industry and to the general public of being able to disseminate and access non-promotional information regarding drugs for human use. The purpose of this policy is to clarify the distinction between advertising to promote the sale of a drug and activities that are not primarily intended to promote the sale of a drug....

Of interest is the section near the top....

Issue
..Background
...Prior to market authorization

and the later section...

Examples of Message Types in the Context of Advertising and Nonpromotional Information
..Press Releases/Press Conferences