As has already been said ...... AGENTS.
A quick press release to the English media stating "XYZ player is receiving interest from several premiership clubs ... including QPR".
Doesn't have to be true for the media to come out with sentences that begin with "We understand that ....", "A source has told us", etc, etc, yawn, etc.
SSN has to fill up 24 hours of constant sports news with something.
When you look at the very hi-tech (not really) video board which show transfers, 90% of what the presenter says is actually speculation because there are very few transfers going on at the moment.