I must confess to PR-exploiting the regional Finnish press myself in media, arts and culture subjects. A well written release will often go more or less straight to print in whole or in part if you hit on a lazy or hard-pressed journalist.

But they have to be written well.

Have you ever lied in marketing, Triloqvist?
No, sir. Not to my knowledge.
Have you ever been asked to gild the truth?
Yes, sir.
What did you do?
I argued for transparency as the best policy for reputation. If they didn't accept that reputation was important, I withdrew from the account.
Have you ever included negative infomation?
.....
Well?!
.....
Answer!
I have tended to accentuate the positive, sir. But I advise always that negatives should be faced head on.
And if the client does not take your advice?
I'm fucked, sir.

You can't be me, I'm taken