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The main objective of this paper is to start from the concept of fake news applied, in this case, not to journalistic information, but to the field of companies to determine how information and institutional communication can be distorted, and even attacked, by the dissemination of unverified (or malicious) information through the enormous dissemination provided by new technologies derived from the Internet, mainly social networks. This virality brought about by the digitalization of information and data can lead to truly damaging discredit for the trust of organizations among their different audiences. Precisely, the relational perspective (Grunig & Hung-Baesecke, 2015; Ledingham, 2015) maintains that the nature of public relations lies in its ability to manage relationships between an organization and its public of interest or stakeholders (Grunig, 2009) through through a strategically planned process (Otero and Pulido-Polo, 2018; Almiron & Xifra, 2019; Page & Parnel, 2019; Smith, 2017) capable of placing before public opinion (Greenhill, 2020) the excellence of organizational behavior. The purpose of this process is none other than to generate trust in the public, but its main obstacle, since the origin of public relations, has been public misinformation.To achieve the main objective of this paper, an exploratory methodological design is carried out, of a qualitative nature, in two phases: data collection and analysis. For the collection of data, the techniques of direct observation, participant observation and the use of data from secondary sources, eminently bibliographical, are used. To the review of the consulted sources, a systematic search of the terms is added: 'fake news', 'fake news + company/organization', 'corporate disinformation', 'disinformation + company/organization' (in English, Spanish and Portuguese) in the scientific databases Mendeley and Google Scholar. For the analysis, carried out between April 1, 2021 and March 31, 2022 by the undersigned researchers, a data matrix was created in Excel and the Atlas.ti software, version 21.0.8, was used. , from NK Qualitas. Finally, a total population of 239,700 files is obtained which, based on the data systematization criterion with a representative sample, represents a study corpus of n=23,970. The results show that almost 60% of the articles are indexed in the Journal Citation Report or Scopus databases, are concentrated in the areas "Information and Documentation", "Social Sciences" or "Miscellaneous" and revolve around the politics (almost 60%), "Economy" (19%), "Diseases and public health" (16%) and "Art, heritage and culture" (3%). Likewise, the most mentioned concepts are "Disinformation + fake news" (73%), "fact-checking" (13%) and "deepfakes" (8%). Interestingly, the percentages have been similar (around 2%) in the cases of the terms not searched for but found "legislation", "media literacy" or "educommunication" and "corporate misinformation". The conclusions show that there is disinformation whenever there is an attempt to manipulate, confuse or deceive with information of doubtful, misleading or false origin; that the concept of corporate disinformation is still to be developed; that, indeed, the dissemination of fake news affects the public perception of the organizations and that the use of artificial intelligence is revealed as an important tool for the development of new mechanisms for detecting fake news.

The difference between public relations and marketing lies essentially in its purpose: while marketing seeks to satisfy the economic needs of the company in the market, public relations pursue the confluence of interests of the organization in its environment and, as a consequence, optimal results in terms of public perception. Despite this distinction, the link between public relations and marketing has sparked broad theoretical debates, essentially reactive, from the relational postulates. While, from the perspective of public relations, the managerial character of public relations is emphasized as a directive function and the academic and professional difference between one discipline and another is deepened, from the postulates of marketing, it is naturally assumed that Public relations is a more integrated technique in the P of Marketing Mix promotion. The integrated management model "Marketing Public Relations" (Kitchen and Moss, 1995 and Papasolomou and Melanthiou, 2012), aimed at increasing efficiency in organizational management through the combination of public relations techniques and marketing techniques synergistically (Hutton, 1996 and Haywood, 1998), has been surpassed in recent years by new models, mainly corporate, focused on the systematic incorporation of specific public relations techniques along with those of merchandising and retail, under strategic postulates. Under this approach, through a qualitative methodological design, based on the concept of intra-method methodological triangulation that combines the case study method (2019 Mother's Day Campaign at the Spanish distribution company El Corte Inglés) and the use of secondary data sources (both bibliographic documents and documents of the organization under study), this article aims to analyze this emerging reality to conclude with the proposal of a comprehensive management model based on the concept of "Public Relations-Merchandising". The results derived from the study allow us to identify an integrated corporate model for managing public perception (and business reputation) and sales through the strategic use of commercial space and retail (merchandising). In this way, a new management model emerges, the "Public Relations Merchandising" model that pivots on four basic variables: - Issuer: companies are organizations and, as such, public relations can contribute to the development of their mission in society, mainly related to the generation of economic objectives derived from the sales process). - Recipient: understanding the client as a stakeholder implies that the company acquires a commitment to corporate behavior that necessarily responds to the expectations and interests of its buyers and consumers. These should be conceived as a key piece that underpins the organizational life and around which the company must build and develop (Pulido, 2017). - Context and message: the enormous growth of competition and the dizzying evolution of the purchasing process forces organizations to manage the shopping experience from relational postulates. The convergence of public relations and merchandising techniques drive a constant dialogue with customers through the profitability of the commercial space. It is possible to conclude that the integrated management of public relations applied to merchandising entails achieving a balance with the public, which, in turn, results in optimal levels of perception of the points of sale, the products and suppliers themselves, and even to buyers and consumers.