This is a question that has been racking my brain for awhile now: How
does publicity really work?

This month's cover of a popular, grocery store friendly men's magazine
has a beautiful female model on the front. But why *that* model? There
are undoubtedly thousands of model-quality beauties in the world.
Why'd she get picked? Did a PR agent pitch her to the magazine? How,
exactly, is that done? Via letter or phone call or in-person meeting?

In the same issue of that magazine there was an interview of a B-list 
actor who co-stars in a new movie. Well, it's no coincidence that
he's being interviewed in there, since the film he's in opens this 
month! But how'd he get in the mag? Did his PR agent pitch a 
magazine editor? 

Do PR agents keep a list of "celebrities that are available" for 
interviews and is that sent around to editors? I mean there 
are tons of movies coming out. I bet all of the directors
would love to have their stars featured in the pages of a 
popular magazine.

Also, in the same issue there's yet another section on "Top Gear,"
which features electronics that the editors are fond of. How'd those
particular pieces of gear get picked? Out of the millions of
electronics out there, why those? Surely, the editors didn't look at all
electronics when putting together their article. Again, was a pitch
involved? Who was pitched? How did the PR agents *know* to pitch 
electronics manufactuers in the first place? Did they know there was 
an electronics "Top Gear" guide coming out?

Does every pitch made to a magazine or newspaper have an equal chance
of landing on the pages of a magazine? Or are the decks stacked
against the sole business owner, trying to get the word out? Are PR
agencies the ones calling the shots?

I know about press releases and media kits, but come on! There's
something else going on here. What's the real way these things are
getting into the pages of my magazines?

An acceptable answer to this question will include the following:
1) The exact way that products/services/celebrities wind up in
magazines. I know some "human interest" is involved, but besides that.
2) Is payola involved in getting publicity? Do editors get free
tickets, premiere passes, and other items "as a courtesy," so it
doesn't look quid-pro-quo? Can an editor actually receive cash in
order to promote someone? Is that legal? What about getting free audio 
equipment after a magazine has featured some gear from a stereo company?
3) Who *decides* what will be included in the magazine? Does the stuff
being considered get re-shuffled based on some final criteria? Like
only stuff from the "so-and-so PR agency" gets used? What criteria is
used?
4) Are the chances of a personality/product/service being included in
a magazine stacked against the individual? Do PR *Firms* rule the
roost such that the Joe Schmo could never get his stereo amplifier
covered?
5) How important is an existing relationship between an editor and a PR firm? 
6) Also, I thought magazine and newspaper writers *dreaded* calls and
mail from PR flacks? Do they or don't they? Is it a love-hate
relationship?

Lastly, I have to add one other thing. A few years ago, a company I
was acquainted with launched a new product. That very week, the
product was front-page "Business" news in the Wall Street Journal, The
New York Times, and Newsweek! Now, how does that happen?

I know this is verbose, but I have a lot of questions. I'm really
interested in the "real" way stuff like this happens. I know it's
supposed to "just the best/most interesting stuff gets in our
magazine," but I don't believe that.

Thanks.