It could also be that no PR was involved on either sides.

We were playing prediction game for TIFF, I simply wrote one I thought nobody would pick and added reasons that nobody would use.
I could have just as easily written "A months after Pap Night '15 with nothing happening it's clear that USWeekly exploited its previous exclusive with EO to make up a click-bait story about her and her co-star using the Oscar buzz around ISTL."