Some sites put up stupid little toady videos all proud of their PR materials they got. That's helpful at culling them out.
And others, like Giant Bomb (not saying they're the only ones, just Jeff and Ryan were always openly negative about the stuff, Dan seems to enjoy it all) will do stuff like complain about EA sending them shitty pizza or make fun of the dumb PR stuff they get. I think Jeff posted a thing a long time ago, when they were in that downstairs office, where they got contacted by the PR company working for somebody which said if they didn't discontinue such videos they would only be receiving the game and not the extra materials and he was like "okay, yeah, that'll work."