(
JOURNALISM) using flattery to gain access to sources. The phrase is usually used in the context of White House or Congressional press corps, who use fulsome praise of high-ranking officials whose favor they need. Usually, officials like to be publicly represented as
magnificent, selfless, tireless public servants; in exchange for such blurbs, they may invite specific reporters to
exclusive events, thereby boosting the reporter's status.
It's actually been a feature of the business press for ages.