The LDS church recently released information about a policy change with the children of gay parents the churches PR department did not release this information in the best manner. Public relations shapes the public's opinion of subject manner instead of the church PR department doing this they allowed other news companies mold their own opinion of the subject.

After the fact the church had to do damage control which is harder to do than using strategies to release the information correctly in the first place.

http://www.advocate.com/religion/2015/11/08/watch-mormon-elder-explains-why-children-gay-parents-arent-welcome