[calibraxis]

I wish that could be the case, but the journalist's goal is to help the magazine profit, like any other employee. (For more info, Robert McChesney is a good historian of journalism.) The two roles are often symbiotic: the PR rep feeds the journalist. The journalist's company generally sells eyeballs to advertisers, which have interests in common with the companies that the PR reps work for. The reviewed company may even be a major advertiser.

(Of course, there may be some differences of interest, since they're not employed in the same corporation.)