Most public figures make use of public relations in some form. Public relations (PR) is the process by which individuals or companies actively monitor and influence the way the public or individuals perceive them.
Because modern communication occurs quickly and in great quantities, it is critical that individuals in the public eye manage the way they are perceived. Passively allowing public opinion to run its course can be costly. Poor public perception can lead to many unfavorable outcomes, such as loss of business in the case of companies, or lack of re-election in the case of politicians.
Impression management is a smaller subset of public relations that usually occurs in a one-on-one situation. The figure carefully chooses what to say and how to say it. His or her actions will shape others' perceptions, including whether the person is charismatic. It should be noted that impression management can happen passively or intentionally—a person may do it naturally or on purpose.
Consider activist César Chávez. Chávez spoke passionately while rallying for labor equality, drawing favor from the public at large. He also was able to connect to individuals one-on-one. The way he used his social skills shaped his image and ultimately resulted in a very charismatic historical remembrance of him.
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