grimbletart - there are organisations who offer just that. They promise vital backlinks from newspapers such as the DM for a small fortune. They will then do a survey, usually through a market research company such as Toluna, the results will then be scanned for an interesting story and the press release written.
The company then gets their vital backlink, in this case My Celebrity Fashion, the DM get their story and the company behind the survey get their pay cheque.
I've been asked to do a few myself. Not surveys but the press release from the results of the survey. If you see a newspaper article about the online buying habits of the general public or the top ten bestselling personalised xmas gifts of last year then those will be mine 
We all have to make a living somehow. I wouldn't do a PR on a topic that didn't sit comfortably with me however. I am lucky in that now I have enough work to actually refuse some requests, such as the one that came in the other day asking me to write product descriptions for sex toys and aids! 
I told them I simply didn't have enough experience and pointed them in the direction of someone who did. 