Grunig and Hunt (1984)'s four models of public relations are perhaps the most commonly used theories in the field. They are useful in that they divide a complicated subject matter into four fundamental areas which can then be separately addressed. Corporations may refer to these models in establishing their CSR efforts. For example, the first area (Press Agentry) deals with the activities of those who will do anything to gain publicity. Perhaps Bransonesque stunts are …showed first 75 words of 401 total…

…showed last 75 words of 401 total…fuel? I don't think so! BP's efforts to create cleaner/better fuel is a clever effort to create a distinguishable product in a homogenous market whilst building a favourable reputation. As Leisinger (2002) states: "In 1994, according to a survey conducted by the Walker Research Institute, some 78% of American consumers avoided products from companies of which they had negative perceptions; 48% of these consumers said that their purchasing decisions were influenced by the morality of companies' business practices."