Another way of describing this function is "Planning the work and working the plan." This aspect of a professional PR program includes the following:

• Planning, instituting and managing a comprehensive communications program to address industry analyst groups and targeted media. At the heart of this lies a methodical approach for coordinating briefings with the press and analyst community.
• Responsibilities also include an ongoing "rolling thunder" communications approach to both media and analysts that revolves around pitching positioning and product/service advantages.