Also it is always beneficial for a company to know its direction. Not that company’s lack direction just sometimes it needs to be clarified for everyone to see. Things like what business model it wants to fit into, how it wants to brand itself, what it wants to support (and all other things PR related).
This is how marketing and public relations cross over. When planning out things for a business, the company should make sure that their brand is reaching the audience it wants to reach. The company should also ensure that they are endorsing other businesses with their same values. These are just a few of the future PR moves a company should make in order to help avoid any public relations disasters in the future.