Thinking about how tech products are covered in the mainstream press, especially in the past when a lot of older journalists really didn’t have enough experience to ask the right questions, I’m betting this will be similar: write authoritative-sounding prose suggesting not just your company’s products but their preferred terminology and world-view, and spread it around as widely as possible. Get experts, real or self-labeled, to make ostensibly neutral buyer’s guides or reviews which conveniently exclude competitors (e.g. if my job was selling an Android phone, I might assert that nobody should even consider a closed-source OS for security reasons because that precludes the biggest decision while appearing to be objective).