I once had a boss who would tell us that we should befriend
some journalists so that we can pay him or her to write something favourable
about us, our products or our service. He said it was cheaper and more
effective than advertising because people tend to believe the news more than
advertisements. He already had some journalists helping him in this way.
Later on, I came to know that the media can also be paid to
reduce the coverage or even not report news that is not favourable to an
organisation.
