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Public relations (PR) is the management of the flow of information between an individual or an organization and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. PR is generally created by specialized individuals or firms at the behest of already public individuals or organizations, as a way of managing their public profile.

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Psychological warfare is sometimes considered synonymous with propaganda. The principal distinction being that propaganda normally occurs within a nation, whereas psychological warfare normally takes place between nations, often during war or cold war. Various techniques are used to influence a target's values, beliefs, emotions, motives, reasoning, or behavior. Target audiences can be governments, organizations, groups, and individuals.

This tactic has been used in multiple wars throughout history. During World War II, the western Allies, expected for the Soviet Union would drop leaflets on the US and England. During the conflict with Iraq, American and English forces dropped leaflets, with many of the leaflets telling the people how to surrender. In the Korean War both sides would use loud speakers from the front lines. In 2009 people in Israel in the Gaza war received text messages on their cell phones threatening them with rocket attacks. The Palestinian people were getting phone calls and leaflets warning them that they were going to drop rockets on them. These phone calls and leaflets were not always accurate.

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Propagandizing is a form of communication that is aimed at influencing the attitude of a community toward some cause or position by presenting only one side of an argument. Propaganda is commonly created by governments, but some forms of mass communication created by other powerful organizations can be considered propaganda as well. As opposed to impartially providing information, propaganda, in its most basic sense, presents information primarily to influence an audience. Propaganda is usually repeated and dispersed over a wide variety of media in order to create the chosen result in audience attitudes. While the term propaganda has justifiably acquired a strongly negative connotation by association with its most manipulative and jingoistic examples (e.g. Nazi propaganda used to justify the Holocaust), propaganda in its original sense was neutral, and could refer to uses that were generally benign or innocuous, such as public health recommendations, signs encouraging citizens to participate in a census or election, or messages encouraging persons to report crimes to the police, among others

Propaganda uses societal norms and myths that people hear and believe. Because people respond to, understand and remember more simple ideas this is what is used to influence people's beliefs, attitudes and values.

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A hoax is something intended to deceive or defraud. When a newspaper or the news reports a fake story, it is known as a hoax. Misleading public stunts, scientific frauds, false bomb threats and business scams are examples of hoaxes. A common aspect that hoaxes have is that they are all meant to deceive or lie. For something to become a hoax, the lie must have something more to offer. It must be outrageous, dramatic but also has to be believable and ingenious. Above all, it must be able to attract attention from the public. Once it has done that then a hoax is in full effect.

An example of a hoax was a fake viral video is one that happened in 2012. Greenpeace paid to have a video made by Yes Men and that Occupy Seattle posted on their website. The video then took off and a lot of companies and people shared it. The video was of a drink fountain that looked like an oil platform at a party for Shell  malfunctioning, and getting all over the party. The video then shows the a man  telling the person holding the phone camera to stop filming while they are rushed out the door. There were also fake legal messages sent out to make it look like Shell was threatening the people reporting the story. It was very widespread and believed by many.

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Advertising is the action of attracting public attention to something, especially through paid announcements for products and services. This tends to be done by businesses who wish to sell their product by paying media outlets to show their products or services on television breaks, banners on websites and mobile applications.

These advertisements are not only done by businesses but can also be done by certain groups. Non-commercial advertisers are those who spend money on advertising in a hope to raise awareness for a cause or promote specific ideas.These include groups such as interest groups, political parties, government organizations and religious movements. Most of these organizations intend to spread a message or sway public opinion instead of trying to sell products or services. Advertising can not only be found on social media, but it is also evident on billboards, newspapers, magazines and even word of mouth.

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Activism is the practice or doctrine that has an emphasis on direct vigorous action especially supporting or opposing one side of a controversial matter.[3] It is quite simply starting a movement to affect or change social views. It is frequently started by influential individuals but is done collectively through social movements with large masses.[These social movements can be done through public rallies, strikes, street marches and even rants on social media.

A large social movement that has changed public opinion through time would be the 'Civil Rights March on Washington', where Martin Luther King Jr. performed his 'I Have a Dream' speech attempting to change social views on Non-White Americans in the United States of America, 28 August 1963. Most of King's movements were done through non-violent rallies and public speeches to show the white American population that they were peaceful but also wanted change in their community. In 1964, the 'Civil Rights Acts' commenced giving Non-White Americans equality with all races.

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Media manipulation is a series of related techniques in which partisans create an image or argument that favours their particular interests.[Such tactics may include the use of logical fallacies, psychological manipulations, outright deception (disinformation), rhetorical and propaganda techniques, and often involve the suppression of information or points of view by crowding them out, by inducing other people or groups of people to stop listening to certain arguments, or by simply diverting attention elsewhere. In Propaganda: The Formation of Men's Attitudes, Jacques Ellul writes that public opinion can only express itself through channels which are provided by the mass media of communication – without which there could be no propaganda. It is used within public relations, propaganda, marketing, etc. While the objective for each context is quite different, the broad techniques are often similar.

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Created by Denis McQuail, a prominent communication theorist who is considered to be one of the most influential scholars in the field of mass communication studies. McQuail organized effects into a graph according to the media effect's intentionality (planned or unplanned) and time duration (short-term or long-term). See Figure 1.

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Theories that base their observations and conclusions on large social groups, institutions, systems, or ideologies are referred to as macro-level theories. Representative theories:

Knowledge gap theory

Risk communication

Public sphere theory in communication

limited effects theory

The Dominant Paradigm

Culturalist Theory

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Theories that base their observations and conclusions on individual media users rather than on groups, institutions, systems, or society at large are referred to as micro-level theories.[

Representative theories:

Elaboration likelihood model

Social cognitive theory of mass communication

Framing theory

Priming theory

On a micro-level, individuals can be affected in six different ways.

1. Cognitive: The most apparent and measurable effect; includes any new information, meaning or message acquired through media consumption. Cognitive effects extend past knowledge acquisition: individuals can identify patterns, combine information sources, and infer information into new behaviors.

2. Beliefs: A person cannot validate every single media message, yet might choose to believe many of the messages, even about events, people, places, and ideas they have never encountered first-hand.

3. Attitudes: Media messages, regardless of intention, often trigger judgments or attitudes about the presented topics.

4. Effect: Refers to any emotional effect, positive or negative, on an individual from media exposure.

5. Physiological: Media content may trigger an automatic physical reaction, often manifested in fight-or-flight response or dilated pupils.

6. Behaviors: Researchers measure an individual's obvious response and engagement with media content, noting any change or reinforcement in behaviors.

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The broad scope of media effects studies creates an organizational challenge. Organizing media effects by their targeted audience type, either on an individual (micro) or an audience aggregate (macro) level, is one effective method. Denis McQuail, a prominent communication theorist, organized effects into a graph.

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The relationship between politics and the mass media is closely related for the reason that media is a source in shaping public opinion and political beliefs. Media is at times referred to as the fourth branch of government in democratic countries. As a result, political figures and parties are particularly sensitive towards their media presence and the media coverage of their public appearances. Mass media also establish its influence among powerful institutions such as legislation. Through the proper consent in mediums to advocate, different social groups are able to influence the decision-making that involves child safety, gun control, etc.

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Ownership: At the end of the day, mass media firms are big corporations trying to make profit so most of their articles are going to be whatever makes them the most money.

Advertising: Since mass media costs a lot more than what most consumers are willing to pay, media corporations are in a deficit. In order to fill this gap, advertisers are used. While the media is being sold to consumers, those consumers are, in effect, being "sold" to advertisers.

The Media Elite: By its nature, journalism cannot be completely regulated, so it allows corruption by governments, corporations, and large institutions that know how to "game the system".

Flak: It is difficult for a journalist to stray from the consensus because the journalist will get "flak". When a story does not align with the narrative of a power, the power will try discrediting sources, trashing stories, and trying to distract readers.

The Common Enemy: Creating a common enemy for audiences to rally against unifies public opinion.