There is actially a term for managing MSM collusion...keeping the friendly media well fed with stories.
Email has a discussion of “earned media capacity” and not allowing it to “drop”.
https://wikileaks.org/podesta-emails/emailid/17340
" The one function that seems like it may get lost is the "outside war room" function - getting the outside groups on the same page about what stories to push, building earned media coverage around McCain's issues, etc. The Charlie Black controversy is a great example of what can happen when a number of groups pile on at the right moment."
They got a code phrase for every maneuver.