Final answer:
The technique referred to is Public Relations (PR), which is different from advertising as it aims to persuade media outlets to provide positive coverage rather than paying for space directly. Transparency and ethical considerations play a key role in how these relationships and communications are managed and perceived by the public.
Step-by-step explanation:
The technique used to secure journalists to post content about a company and its products at a negotiable charge is known as Public Relations (PR). In contrast to advertising, which is openly purchased space or media time, PR focuses on influencing media outlets to cover positive stories about a company or individual. This is often achieved by sending out press releases or staging media events. While journalists aim to inform the public with neutral and unbiased information, PR professionals are paid to shape a positive image for their clients, which sometimes includes negotiating with journalists to cover certain stories.
In media relations, the ethical considerations require transparency about the relationship between journalists and the companies they might cover. Paid content should be disclosed; however, the lines are increasingly blurred in today's extensive media landscape, where the homogenization of news often leads to a lack of differentiation in coverage. PR is an essential tool for politicians and businesses to manage the media's portrayal of their message or brand.