Public relations has existed since ancient civilization. Some of history’s most commemorated philosophers, like Isocrates, Plato and Aristotle, were early examples of individuals who built their image, or “brand identity,” on promoting their beliefs and persuading others to follow them. In fact, just like the birthplace of these philosophers, the study of rhetoric, the art of persuading an audience, was created in Greece.
Today, public relations takes on far more subtle forms, appearing in Big Business, politics and the curated lives of social media influencers. Mission statements, philanthropic events and brand ethics are plastered across websites and Instagram biographies – but how can we tell if companies are truly living up to the ideals they promote? Is “corporate love” simply PR in disguise?
If we really think about it, I am sure we all have a brand we consider ourselves loyal to. If there were ever a debate between phone brands like Apple vs. Samsung, there is a very high chance someone would show strong brand loyalty to one side. This loyalty could stem from something as simple as liking the quality of a particular product. It could also come from appreciating the ethics, mission and brand-to-customer connection a company instills in its consumers – or even the opposite, when a dislike of one brand’s ethics drives loyalty to another.
But when pledging this commitment to a company – when we say “I love Disney” or “I love Brandy Melville” – are we affirming the brand’s true values, or the image it wants us to see? The public relations market is projected to reach about $133 billion by 2027, meaning customers themselves are fueling the curated images of the companies they are devoted to. This is not necessarily a bad thing: funding PR departments can support efforts to make better ethical choices and to employ people tasked with creating positive change. Still, it can also signal that brands are investing heavily in PR to hide missteps or to obscure information consumers should know. Ultimately, this varies from company to company – and it applies not only to corporations, but also to influencers and political campaigns.
It is not always easy to discern a company’s true intent. Some make genuinely positive ethical efforts, but some also stumble into controversies. In 2025, Tesla offered a vivid illustration of this tension. On one hand, the company continued to advance electric vehicle alternatives and push technological boundaries. On the other, it faced substantial public relations strain amid a wave of regulatory investigations and lawsuits, much of it tied to criticism of its self-driving capabilities. Across the world, Elon Musk’s political affiliations sparked backlash, leading to steep declines in Tesla sales in Germany and elsewhere. Since then, Musk has stepped back from American politics and returned to running his many businesses. Tesla’s example shows how a brand’s narrative of innovation and sustainability can be complicated by real-world issues that clash with the ethics of its audience, making it harder than ever to tell where image ends and intention begins.
Another brand that has had a complex relationship with the public eye is McDonald’s. Easily one of the most infamous and iconic fast-food companies, McDonald’s has faced its fair share of public backlash. McDonald’s, long promoted as a family-friendly place for affordable meals, has also been involved in scandals over its lack of quality ingredients. One example of this backlash came in the early 2010s, when an image of so-called “pink slime” – a processed meat paste used in food production – went viral online and was inaccurately linked to McDonald’s chicken nuggets. The company has also faced recent backlash in recent times, due to the removal of its DEI policies which many have boycotted the company for. Even though the company had come out and clarified it did not use the substance, the rumor spread quickly and damaged its reputation, reinforcing public skepticism about the quality of its ingredients. Though the company has put in extreme effort to enhance the quality of its food while still attempting to be reasonable in price, it continues to struggle with its image amongst the masses.
The intent of a company’s ethics depends not only on its leadership but also on the community that surrounds and shapes it. A business is still a business at the end of the day and the main goal is to make profit. If you dedicate your profound loyalty to a company, try to be a customer of a corporation that aligns with your morals and values even if modern-day corporations are hard to read.