Never forget to understand the business objective when considering or proposing a public relations plan.
What consequences or results do you want from deploying communications for the business (rather than the campaign, product or department)?
It’s instinctive that good communications are better than none, but what difference do you really want to make?
Sure, this is hard to quantify, so use qualitative or descriptive objectives if you have to.
But for every dollar spent on PR, it can’t be spent elsewhere. Senior management will always want to know why you should have those dollars, and how many you might make (or support).