Too often, there is misunderstanding between the media and corporation because of a lack of communication. PR professionals ensure that information released by media is accurate by distributing news releases and holding press conferences, so the media can verify their facts. When corporate crises arise, such as a sexual harassment case, it is the role of PR professionals to take responsibility and be accessible. They set up information centers and provide a constant flow of information to the media and public. PR professionals must know media needs and deadlines, as well as monitor news coverage and telephone inquiries.
Businesses also use PR tools and tactics to support their marketing and sales objectives.
This is called marketing communications or marketing public relations - planning, executing and evaluating programs that encourage consumer satisfaction through communication that identifies companies and their products with consumers' interests. PR professionals are responsible for drafting and distributing printed materials, including press releases, feature stories and newsletters. John West Salmon uses humorous advertisements in its PR campaign to sell it's product.