Some by design. Some because people are too insecure to tell the truth. Many because the people running them, including the public relations people, really don't know much about environment in the first place. The politics of industrial environmentalism is messy. Reaching consensus may be as difficult as it is in Congress.
Every savvy business has a good environmental lawyer to sanitize environmental public relations.
This means keeping the company safe from law suits. Environmentalism in industry is a lot more expensive than most people think. Finally, a few words about journalism. The constraints fill a chapter in a book. Often that perception is pretty narrow and if they got their news, they'd be the only few reading it.