Though lobbyists target Capitol Hill, often those in public relations work on issues ahead of them, conditioning the legislative landscape. Brendan Smialowski/Getty Images hide caption

itoggle caption Brendan Smialowski/Getty Images

A branding firm came up with the name Swiffer by playing with words like "clean," "wipe" and "sweep." It's now one of Procter & Gamble's biggest sellers. Procter & Gamble hide caption

itoggle caption Procter & Gamble

Wal-Mart's ad campaign in Mandarin emphasizes family as an important theme. In this moment from one of the ads, mother and daughter talk about the value Wal-Mart adds to their household. Wal-Mart hide caption

itoggle caption Wal-Mart

Howard Bragman has worked as a publicist for more than 30 years. He is the author of Where's My Fifteen Minutes? Robert Mora/Getty Images hide caption

itoggle caption Robert Mora/Getty Images

In May 2010, then-BP CEO Tony Hayward gave a news conference at Fourchon Beach in Port Fourchon, La. Patrick Semansky/AP hide caption

itoggle caption Patrick Semansky/AP