[scholia]

Apple's approach is to pick favorites, like Walt Mossberg, and then to play its handful of favorites off against one another. (Time gives you a bad review, Newsweek gets the next exclusive interview; or it's NYT vs WSJ.)

The rest of us are generally ignored, so we have to pick up scraps from the chosen few.

Obviously the big titles get more attention than small ones -- nobody has an infinite supply of time -- but companies like Google, Microsoft and Intel cope with dozens if not hundreds of journalists worldwide. They even deal with journalists that they think view them unfavorably.