PR often creates word of mouth, even when it's clearly nonsense. Look at Sarah Palin or the elite funded and organized "grass roots" tea party. Given a big enou

PR often creates word of mouth, even when it's clearly nonsense. Look at Sarah Palin or the elite funded and organized "grass roots" tea party. Given a big enough soap box, you can sway opinion. Another example is the idea that democrats want to spend tax dollars and republicans want to be fiscally responsible. A whole lot of people believe this meme, a clear majority in fact. Yet the facts clearly show the opposite, and many people try very hard to spread this truth via word of mouth. Why do people believe the opposite? Because they hear it over and over again from a top notch PR machine. Coke doesn't need everyone to believe them, what they need is to not lose their very large base so to speak. And for that they need a PR campaign that says what their base already wants to believe. Btw, their base will spread this via word of mouth just as rabidly as you will spread the opposite opinion.