information is the answer
Information is everything. You have to give it and you have to get it. That's its power. In the absence of information - people will make it up. And without the right information, you don't know how you're doing, or if you're even doing the right things.
A thorough communications plan supports your business, delves into the data and delivers the facts you need to answer questions about your brand - no matter which way the winds are blowing.