A communications plan is not simply just about generating "publicity." It's about building your reputation, articulating positioning, being audience relevant, and earning the media's and industry's respect. By achieving that, you establish credibility.
A strong communications plan involves both internal and external communications. Internally, informing the stakeholders of what's happening is crucial. Externally, it's all about steady, regular and ongoing communication and engagement with the media, the industry and the appropriate influencers..
Most of all, it's not just about expecting the media to cover you or expecting every event organizer to embrace you whenever you have something to discuss. Being market timing aware, and considering what else is occurring when you have something to say, is crucial to your planning. Timing, as they say, is everything.