A quote from the website: http://www.prcouture.com/:

" Hiring a PR agency is not cheap, but it’s certainly less expensive than advertising - and when done correctly, it can be much more powerful. Consumers have become, for lack of a better term, advertising savvy, and they understand the difference between advertising and editorial. They know that advertisements are bought and carefully controlled. Whether it’s fast-forwarding the Tivo, changing the radio station as an ad starts, or just flipping past advertisements in a magazine, consumers’ advertisement filtering systems are second nature – advertisements are generally seen as a necessary evil that interrupts their entertainment. Editorial product placement, on the other hand, is just the opposite – it is the reason that they picked up the magazine in the first place. Consumers look to their favorite magazine or daily blog reads to show them fresh, exciting new products, trusting that editors only write about things that excite them and in which they truly believe. "

So true!
-jho.