A productive communications strategy needs to be planned and monitored. To be effective, it also needs to be dynamic and organic to change and evolve as the company's activities develop and to respond to changes in its markets.

The key elements to be deployed are:
- Press releases about the company's
products and activities
- Press conferences
- Contributed articles
- White papers
- Application stories about the use
of products or services by customers
- Upcoming feature watching
to determine ways to include a company
- Interviews between spokespeople
with print media, TV and radio
- Background technical briefings to build awareness
- Round table meetings

All these are integrated together to form a unified messaging platform that communicates the company's brand, products and activities to the media and thence to customers. Key to this is ensuring that there is a clear strong storyline as editors are in the business of telling stories to their readers so PR must supply editors with material in a way to support this activity.