Erik's comments about journalists barely able to pay their rent and not having specific intent to influence opinions on a specific game or whatever sound like some of the things I remember hearing when I was flirting with the concept of being a tech reporter. The PR guys would never dream of influencing you so baldly, but I do think the effect (intentional or not) is make PR seem like your friends and buddies, and to create a bit of an old boys' network where you curry favour in ways that get you better coverage of your game even if it doesn't amount to telling writers what to write. If PR does their job right, I think the idea is that writers will simply have you and your products at top of mind, and be more inclined to mention them even if there's no intent on the part of the writer to do so.
But the rent comments also sound hilariously predatory. Yeah, buy some poor bloke a drink, be his friend, form a lasting relationship that allows you to get easier access to a journalist than other companies that didn't get in. It's disturbing as hell and I never liked that part of tech journalism.