An effective PR campaign requires precise, clear communication between the client and PR officer. The client should disclose detailed information to the PR officer, including the company's history, goals, and current business plan. It is especially important to disclose any potentially problematic issues. The company should be prepared to dedicate the necessary time and resources of its senior management, as well as sufficient finances, to the campaign. The perfect PR message will be consistent, with each new approach reinforcing the key objectives of the company. If new developments do arise, the PR officer should be fully briefed as soon as possible. It is essential to keep to a clear schedule, leaving adequate time available for approval of copy. Seizing opportunities when they arise is key to the success of the campaign.