An ongoing programme will likely prove both cost effective and more effective in getting results. The need for know-how and continuity with a client’s communications are important to stay on top of the company’s news, thought leadership, personnel changes and other developments. But PR activities typically also extend to media monitoring about the company and about the industry which is important for flagging potential problems that need to be addressed or managed. Awareness of the latest regulation is also very important in the real estate sector. This is another reason a property firm would ideally have a long-term retainer agreement with its PR agency.