David Cameron’s PR operation has been criticised for fobbing off local newspapers with an article attributed to the PM that was compiled with an "insert name of county here" level of sincerity and all the humanity of an automated voice menu on a telephone helpline ("To hear why David Cameron loves… Yorkshire… press 1, now").
The same article, with minor edits, was hawked all over the country, making clear in the process that not only had Cameron been nowhere near the copy, but also the extent to which his PR people thought they could get editors to all run any old puff-piece for them for free simply by dangling the PM's name.
From the outset, the editors will have been well aware the article wasn't really written by Cameron. Of course it wasn't. Newspapers are familiar with ghost-written columns and contributions. But there still needs to be something in it for the paper and its readers. There needs to be a quality to the article, or an exclusivity that lifts it at least notionally above editorially worthless free-advertising.
The Yorkshire Post was so insulted it chose not only to decline the article but also to publicise the reasons why, chief among them being the fact Cameron's PR people continue to ignore serious questions from the paper while still expecting them to jump at the chance of some lazy PR filler.