Yeah poor "journalism"  

Which makes me think of efficient pr. It has to be as good as it gets. I know it is all in early stage still and maybe devs have been planning it somehow. But it would be crucial for greater success to have professional marketing. I would definitely get an advertising agency (professional and fresh) onboard with few btw from ipo. Even better, make them genuinely involved by giving them some fimk from development fund so they would stick in for the long run. And why not do that with two or three agencies and pick the one you like after first results or make them collaborate. But this kind of project would definitely need way more than a guy or two who can do some graphics and build a website. There is so much more to it.

Think out of the box, aim high, get a professional outsider point of view on the overall image with website and all.

I know how it feels to be the father of an idea and having the urge to control everything about it. I'm a designer myself, not advertising but different kind of stuff. Anyhow in the end if your vision of the project is strong enough (as it seems to be in FIMK) that vision will be the heart and framework of the project and you will only benefit if you let outside professionals tamper with things