The job of PR is to align the press with the company. The "R" in PR stands for "relations." It's not just sending out press releases. The press tends to be ant

The job of PR is to align the press with the company. The "R" in PR stands for "relations." It's not just sending out press releases. The press tends to be antagonistic toward any big company. Good PR counteracts that, in part by finding and helping the members of the press who like the company. No company was better at PR than Apple under Steve Jobs. They carefully groomed key reviewers and helped build up a pro-Apple ecosystem of media properties. Edit: I should add that Apple's PR under Steve Jobs was led by Katie Cotton, and her dept. was famous for rarely responding to direct requests for comment on the news of the day.