PEB really needs to contract a very good PR firm to manage their profile & interaction with the market and the medical industry in the US. Something they should be able to afford now. They have one in NZ but US is where the big upside is going to be in the next 1-3 years.
I recall Mainfreight did it years ago and what they spent on an excellent external PR consultant is a pittance compared with the very favourable image & profile they have gotten in their industry and in the stockmarket with investors. I actually sat in the meeting where a Mainfreight representative canvassed views on hiring a PR consultant.