To achieve brand awareness and positive name checks, your PR has to be persistent and to have a consistent message and format.
Ad hoc PR can be disasterous and will not put you or your company on the road to profit and success.
A planned and systematic approach is essential. Even general business plans should have elements of PR within them. They require you to have knowledge of your market and customers and details of how you expect to make sales. Do you know who your customers are and when and where to find them?