“Literally, in a meeting, our communications people were like, ‘Is there anyone we can pay to write positive stories?’” one Pac-12 staff member told Canzano. 

 Canzano: Amid crisis, Pac-12 signed agreement to fund news coverage from Los Angeles Times

The Pac12 is desperate to shift perception and I understand that.  I don't understand how Larry Scott has been able to retain his position as commissioner for so long.  That conference seems to be holding onto dead weight.  This article also tells me something about the changing media industry; expect to see more "sponsored content" as traditional consumers are unwilling to pay for articles or disable ad blockers.