I don't know about the outlets mentioned in this article, but there are a few different ways that PR firms can grease the media gears in order to get you good PR coverage. Ranging from, literally paying for a piece to be run, to more subtle things like handing them timely content on a silver platter. Maybe no money is exchanged hands, but they get some of their work done for them instead. It is still value exchanged without money being exchanged.
