[asdff]

You don't have to be deliberately misleading. You can intentionally omit certain stories or pieces of stories, and focus the bulk of your coverage one way or another to the omission of perhaps the wider truth. You can find expert opinions going every which way on every topic, so who you bring in as an expert to give an opinion also has weight to the narrative you are creating. In fact you have to do these things in many cases, because you have a finite amount of journalists you can hire or experts opinions you can reasonably draw on to cover a limited set of stories; news orgs don't scale to infinity. Perhaps in some cases, good access to sources depends on maintaining a friendly relationship toward these sources in terms of what you are publishing about them. Maybe you also don't want to jeopardize your relationship with your advertisers.

Herman and Chomsky have written about this phenomenon:

https://en.wikipedia.org/wiki/Propaganda_model