Don't forget about "pay to play" either, where hiring these firms encourages (to say the least) positive coverage. Or how easy/common it is for these firms to

Don't forget about "pay to play" either, where hiring these firms encourages (to say the least) positive coverage. Or how easy/common it is for these firms to be paid to write various white papers which usually possess the rigor of Looney Tunes. I had a job for a while discrediting these things - talk about having a battle of wits with a punching bag.