I think the way it usually works is the company will craft a compelling narrative summary that paints the company in a good light and contact bloggers their PR people have good relationships with. Then when one blogger bites, they give them exclusive access, quotes, sound bites, etc. The blogger then writes their own story the way they see it, but they are primed to write the article the company wanted. At least that's the rumor I've heard about how it works.
A choice quote: "A good flatterer doesn't lie, but tells his victim selective truths (what a nice color your eyes are). Good PR firms use the same strategy: they give reporters stories that are true, but whose truth favors their clients."
I'm sure Sundar's a great guy. Meanwhile, I have no information on this subject that everyone else doesn't already have, so I shall refrain from generating any further information-free noise.
