Sentence:  ... a Shell official handed a representative from each organization a gigantic symbolic check amid the flash of cameras, and they appeared as grateful recipients of Shell's outsized generosity. This image was reproduced in the publicity sent to people who were removed from the political grounds in Dock Sud and helped <WSD>facialize</WSD> the company in benevolent terms to people far away from Argentina, ... 
Meaning of the word marked with <WSD> tags:  To put a face to; to give a face. (20th century)