I give credit to the NYT for allowing this to run on their site. Doesn't change what they're doing, but at least they're acknowledging it.
It is a very crafty "limited hangout"[1]. It is designed to distract that they are doing the exact thing they are crying foul about, under the guise of being "open" re their opinion section.
My opinion: If you (or others) still think NYT is the "good guy", you are in for some massive disappointment. Or maybe not? Ignorance has always had a nice element of bliss derived from it.
Otherwise, I don't think process has changed, it's mainly about personal contacts, being accessible, and taking the time to talk to people and explain the tech in a way the target audience understands. My rule is if a journalist doesn't understand my research it's because I'm not explaining it the right way. I get annoyed when academics complain journalists get their work wrong without making an effort to actually talk to any.