The media certainly can be biased (don't get me started on political news coverage)
In this case, the company issued a press release, as they need to do when a corporate officer is leaving. The release is distributed via the newswire to the media. The media, upon seeing the release, makes a decision whether or not to follow-up for more details. Often, particularly when there's good news, or news that the company wants to "spin", the PR pros work with the reporters, even in advance of the release of the news, to try and influence the content of the story.
So, the decision to cover the news is made by the media. How it is covered, and if it is at all, can be influenced by PR pros. But, at the end of the day, the press makes the decision on whether or not to actually run a story -- not a company. |
