It would presumably be much like scientific research. Nobody tells you what to study, but Philip Morris isn’t going to bankroll you if you’re studying what makes tobacco addicting. Similarly, Media Corp enthusiastically sends an army of reporters to cover racial issues, yet just doesn’t happen to assign anyone to investigate corruption in the press.
Corporate ad-spend funds the woke stories. Apple doesn't want to buy iPhone ads for stories about how Apple has 300,000 Chinese working for $3 an hour making iPhones that sell for over $1000 (with a gross profit margin exceeding 50%) while minorities in the USA can't find work that pays rent.
Think less Mafia Don and more Invisible Hand.