Most of these points relate to a media campaign, which is one of the most recognised aspects of public relations. And continuity is the key to winning the PR battle (getting your name in the media ahead of your competitors).
1. You need to keep being seen in the media by your customers, potential customers and even your competitors. Spending decisions can be made over a long period. If your competitors see you are no longer active, they can capitalise on this by intensifying their PR, which potentially could see them take over the space that you would previously have had.
2. Case studies in B2B PR are an excellent tool to communicate how your products and services can provide business benefits. These are desired by the media and can also be used as sales aids. Your customers should also appreciate the free publicity.