Marketing is about values and PR needs to reflect this; you need to think critically and be clear about what you want people to know about your product or service.
When you think about great brands, they don't tell you what they do, they tell you what they're about. Don't talk about 'speeds and feeds', rather create stories that compel.
Great PR (and Marketing) is to pursue beliefs. What is your mission and your core values? Why do they make you the best at what you do? Those things shouldn't change over time, double-down on them.
The best PR strategies take control of the situation and go on the attack. Just as in Chess, the initiative gives you options, mobility and the best chance to win.