Perception collides with societal mores and standards which may judge one wrong even though what one is doing is right. This is where persuasion and credibility are key to remaining in existence as an economic organization. What Microsoft is learning and IBM learned long ago. Winning others to one's point of view through rational and emotional appeals to cause someone to do something by reasoning coaxing, urging, etc. Public relations is largely the ancient art of rhetoric or persuasion which seeks to use as many media as possible to win key publics to its side.
Public relations is also part of self-justification.
Society on the other hand brings a different and sometimes, larger view that condemns some self-justification. Mike Milken and junk bonds. Evil persons can use persuasion to their own ends as well as good persons. Stalin and Hitler. The odd trade-off by 30's liberals.