It comes entirely from the H&M camp.
No-one has ever shown stories which were maliciously planted. Or those which were smothered (except for intrusive pieces about royal children, including young adults at university, and some information on time in the military).
There are normal contacts with press, and normal efforts to gain positive coverage.
Anything beyond that is from the Sussex "side" playbook and feeds cynically on the idea that people don't want to believe that institutions are pretty decent really.
Inverted commas for "side" as the perpetual divisiveness of assuming there are sides/teams/forelock tiggers/haterz etc is not universally held to be representative of what is actually happening in discussion (especially when that discussion includes adequate sourcing)