How is Public Relations Used as a persuasive Tool in Communications?

Public relations is used as a persuasive tool in the mass media today. It is known to be used for damage control, but can be used for any type of coverage of a company. Companies are known to improve their image through public relations. Public Relation companies are used to help companies improve their standing in the public eye. Also there are certain principles of public relations that help companies bounce back from unfortunate media coverage that happens to them. There is both good and bad public relations; bad public relations is known as advertorials. These advertorials were public relations messages, taking an editorial position, that appears in paid space or time. This term came from the use of advertisements and editorials working together. The partnership for advertisements and editorials was because their work is very similar. The only difference is that advertisements give companies control over how the company is perceived in the media and the public relations do not give companies the option of control. Public relations is beneficial to media companies because they help the most prominent work that they do is improving the image of companies.