It's an even better deal: companies are replacing paid advertising with free exposure from being mentioned in news stories and bonus points for "standing up for

It's an even better deal: companies are replacing paid advertising with free exposure from being mentioned in news stories and bonus points for "standing up for what's right". In addition, plenty of people (and the news organisations themselves) share these news stories on the very same social media, with 0 costs for the companies involved. Overall it means increased brand exposure for less money.