It's great to talk to a press if the press has goals aligned with the company: make people more aware of a product / service. As an example my girlfriend wrote a book, she talked to the press about it, which made interesting content for the newspaper and the radio, and got some recognition in return for free.

But as Tesla doesn't pay for advertising (unlike its ICE competitors), the incentives are not aligned, so Tesla and the press had bad relations for a long time.