It's more that that with Cimini. He goes out of his way to cause controversy even where it doesn't exist. He really doesn't care whether the Jets win or lose as long as he can cause trouble and get people to read his column. If anything he is probably a closet Pats fan like everybody else at ESPN.
I don't know how much truth there is in that, because most PR people have no idea at all what a story is. They think that some puff piece about a backup lineman is 'news' and put out a press release, only to see it ignored by any journalist worthy of the name. Years ago I was a reporter on a football paper in the UK and was covering the Monarchs. A fellow journalist asked the Monarchs press office if they had any good leads for a story. The press officer said "sure, go and ask Xxxxxx Xxxxxxx if he's ever raped anybody." I still work with PR people and still most of them have no clue what they are doing, or what the media needs. I'm not defending crap journalists, and there are plenty of those, but there's sometimes more to it than that.
