Editorial is generally considered to be content that appears in a newspaper, news channel, magazine or website that is considered timely, relevant news. Editorial cannot be paid for and you cannot demand that it be run nor anything about the story or how it’s covered. Topics cover greatly depending on the outlet pitched. This is a big no duh, but what is interesting to one paper, magazine or site, may not be interesting to another – which is why companies pitch multiple outlets and send out mainstream press releases. Companies do not control the final content.
Obviously if you are paying for it, you are guaranteed inclusion in the news outlet. Of course, then there is the argument that the “article” now loses credibility as it is biased and contains outright company messaging. But the message is out there and that is important to many brands. Sponsored posts are advertorial in my book. And if a company wants to control your message, then yes, you should be getting paid for creating that content.