This paper examines the 'PRisation' phenomena, a trend where the agenda building process and the discretionary power of media appears to be constrained by certain elites through communication and public relation resources and techniques. Such occurrence is identified through the analysis of space and treatment given to candidates by Chilean newspapers during the presidential election of 2009. News coverage is compared with the amount invested in advertisement by each of the competing candidates in order to determine whether the media is acting on a pluralistic basis, apart from commercial pressures. Results show an expected increase in positive treatment to those candidates who invest more, but with no clear pattern regarding the space-investment relationship. However, such evidence does not necessarily mean that the media is acting on a pluralistic basis. Indeed, and as proposed in the study, the need to give into some commercial demands may explain an editorial bias towards the candidates and coalitions which, at the time of publication, offered a promise of controversy and readership.