The number one secret of Google : Viral Communication ?

When you saw the launch of Gmail in April 1, releasing some new features on week-end or in holiday to make the geeks blogger (who are usualy pro-google) spread the news before news agency, or seeing some anodyne news like this article where you see about 4 paragraphs on moving service staff outside the United States but still get a new title like "Google making its mark worldwide Firm will have to play catch-up in some key nations" or excerpt title like Google's Global Growth you can tell they get lucky with the press or they got some really good PR peoples in there ?!?