This was kind of funny where I attended a seminar and one of the topics was how when you try to work or do businesses in other countries you often have to go through some kind of work permit process. For example, in the US that could be something like an 0-1 Visa application. As part of that process you are often asked to show examples on why you are a valuable and gifted person I guess you can say. This can be things like winning awards or getting featured in some kind of publication. People usually hire a publicist to do that kind of work.
But an example was used how to save say $5000 a person just opened up their own fake company of sort and started to send out electronic press releases on their own. Sure enough various publications just picked it up like any other news and the person got a ton of free published press because of it. The rationale was funny but I guess true where the person expressed you have to recognize that a lot of publications are generally lazy.
If you try to pitch them on why they should write about you that means time and energy where they don’t know if it is worth the return of investment. However, if you write everything for them and do all the work where all they have to do is click a button then they are more likely to say “sure why not” as they need to fill in some content anyways.
I wouldn’t doubt this is true in so many cases as well. It’s a legitimate strategy too where instead of trying to pitch why someone should take the time to do all the work to try and promote your company you could instead do all the work for them.