PR, media, and entertainment industry professionals are sometimes viewed as "self-promoters." They are casual, do not follow company rules or guidelines, and do not seem concerned about how they are perceived. Media and entertainment professionals are more likely to use relaxed language because the industry is so creative and expressive, which means the way they communicate is often more informal. It is important to remember that this casualness can come across as unprofessional, especially to customers who are used to dealing with other businesses in a more formal setting. This preconceived notion can be detrimental to their career or business success, because it can cause them to appear unprofessional, superficial, or even untrustworthy, none of which are qualities that customers seek in their partners or that bosses desire in their employees.