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Public affairs is a type of public relations that focuses on building relationships with government and the community to influence public policy. It shapes public perception by highlighting the company’s engagement with social and political issues.

Crisis management is the process by which an organization deals with a disruptive and unexpected event that threatens to harm the organization or its stakeholders. PR tactics are used here to mitigate damage, communicate effectively with the public, and restore reputation

A media kit is a package of information and resources provided to journalists to help them write stories about a company or product. It's used to control the narrative and provide media professionals with the assets they need to create favorable coverage.

Sponsorship is the financial or in-kind support of an event, activity, person, or organization. It is used in PR to enhance brand visibility, build goodwill, and associate with positive experiences or values.

Influencer partnerships are collaborations with individuals who have a large and engaged following. PR uses these partnerships to reach the influencer's audience and leverage their credibility to shape public opinion about the brand.

Reputation management is the practice of attempting to shape public perception of a person or organization by influencing online information about that entity. It includes monitoring and influencing a company's reputation across media.

Media training is the process of training individuals on how to effectively communicate with the press and public. Used to shape public perception by ensuring that company representatives present the company in the best light possible.

Thought leadership is a method of marketing, which solidifies a person or company as an expert in their field. It is used to gain credibility and establish a reputation which positively shapes public perception of the brand.

Content marketing involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. It shapes public perception by establishing a brand as an industry leader and influencer.

CSR is a self-regulating business model that helps a company be socially accountable. By publicizing CSR initiatives, businesses can shape public perception as being ethical and concerned about the greater good.

Lobbying involves engaging with legislators and government officials to advocate for certain legislative or regulatory outcomes. PR uses lobbying to craft a narrative that supports the company's interests in the political arena.

Speaking engagements involve representatives of a company speaking at events or conferences. This tactic is used to position them as experts in their field and to build trust and credibility with the audience.

A press release is an official statement delivered to media members for the purpose of providing information, creating an official statement, or making a public announcement. It's used to gain media coverage and shape public perception by putting the company's own spin on a story.

Social media management involves creating, curating, and managing published content across social media platforms. It shapes public perception by controlling the dialogue and promoting positive engagement with the brand.