opinion, typically in a way that benefits the sponsoring organization. In fact, Bernays stresses that we are in fact dominated in almost every aspect of our lives, by a relatively small number of persons who have mastered the 'mental processes and social patterns of the masses,’ which include our behavior, political and economic spheres or our morals. In theory, each individual chooses his own opinion on behavior and public issues. However, in practice, it is impossible for one to study all variables and approaches of a particular question and come to a conclusion without any external influence. This is the reason why the society has agreed upon an 'invisible government' to interpret on our behalf information and narrow the choice field to a more practical scale. When a lobby group hides its true purpose and support base, it is known as a front group. Front groups are a form of astroturfing, because they intend to sway the public or the government without disclosing their financial connection to corporate or political interests. They create a fake grass-roots movement by giving the appearance of a trusted organization that serves the public, when they actually serve their sponsors. Politicians also employ public relations professionals to help project their views, policies and even personalities to their best advantages. See also Edward Bernays Brand management Grassroots Impression management List of press release agencies List of public relations journals Media intelligence Media manipulation Promotion (marketing) Propaganda Public relations in India Publicist Reputation laundering Reputation management Notes References Further reading Kelleher, T. (2018). Public Relations (1st ed.). New York, NY: Oxford University Press. Stoykov, Lubomir (2016). Public Relations Management (2nd ed.). Sofia: Alma communication. Communication design Business ethics