These people are the ones who meet with the boss and find out what has to happen and then goes and consults with a reputation management company and together they work on the projects that need to be out and the open. Many of the times the companies will hire people to write articles for magazines and pay people to show to whatever event they need document to ensure that it gets documented and in the right hands.
Now this may seem biased but for many large companies it is a sure fire way to keep their good reputation because not only is the good deeds and good things documented but many times so are a few people and the companies have the money to hire the right people to come and say what they want to be said about the event. So in a way yes it is almost like large companies stage their own image but it isn’t that simply because they don’t pay for the bad and often times sadly that is what people remember the most so not only do they constantly work and pay for a good image but they have to keep it by actually living up to the good image they have created.
If they are known for doing charity then they have to do it and they can’t mess up on their companies end for what they actually do for a living no manufacturing mistakes no big CEO mess ups or budget scams they have to really be open and honest about everything that they have and that they do and they have to keep the company truly clean and clear of the scandals many people worry about.