Ambiguous Tactics
Enlisting the tactics that are debatable and can be used either ways by the practitioner.
CELEBRITY ENDORSEMENT
Involves advertising by celebrities or a well-known people and using their social status or fame to help promote the product, service or even raise awareness on the issue. It is an easy way of attracting the customers and making instant sales.
For example: Philip Morris targeting famous Hollywood celebrities to increase sales.
USE OF CINEMA
Use of popular cinema to infect public opinion and propagate idea that aren't normally coherent in general. Back in the late 1900's tobacco companies even bought the big screen and persuaded female protagonists to smoke cigarette as a form of creating public opinion.
For example: Clark Gable and Joan Crawford smoking in the 1934 film Chained.
THIRD PARTY ADVOCACY
Placing a premeditated message in the "mouth of the media." This can take many forms, ranging from the hiring of journalists reporting the organization in a favorable light, to using scientists within the organization to present their biased findings to the public.
For example: The tobacco industry’s use of physician testimonials regarding the inconclusive nature of smoking’s effect on cancer; oil and large manufacturing companies finding scientists (such as Fred Singer and Fred Seitz) who would publicly state that Global Warming isn't a threat.
VIDEO NEWS RELEASE
A video segment made to look like a news report, but is instead entirely written, filmed and produced by a PR firm, advertising agency, or marketing company. They are provided to television newsrooms to shape public opinion in promoting commercial products or services. Typically used as "story segments" without indicating that they are subtle paid advertisements.
For example: Schering-Plough's VNR showing sexy, scantily-clad sun worshippers still overexposing themselves toUV rays. Thus, increasing sales for Coppertone's suntan lotion stating that it prevents you from harmful UV radiations.
PHOTO OPPORTUNITIES
Staging events as real happenings and inviting journalists to capture them. The authority figures/celebrities pose for the media and try to make it look as impromptu as possible (but that's never true).
For example: Rockefeller's meeting with the miners families and being photographed.
THINK TANKS
A body of experts providing advice and ideas on specific problems or issues. In present scenario, these gather the most intellectual brains and research on topics to influence policies - may cover a vast array of fields ranging from health to environment to education to economics.
For example: The Cato Institute, created by Charles Koch conducts its research to support Libertarian policies promoting limited government and free markets.