I generally work on a six-month initial contract, so that it gives us some time to put together an effective campaign. Being both patient and prepared are two of the most important aspects of an effective campaign. If you pull the plug after one, two, or even three months, you'll never know what a real campaign could have accomplished.

For example, we worked on one campaign for three months, with little to show for our efforts. Needless to say, by the end of the third month, our client was more than a bit nervous. He had paid us a retainer fee for three months and had received very little in return. But he stuck with it. We formulated a new direction for the campaign, wrote some new releases, and by the end of the fifth month we had placed stories on CNN and NBC TV, as well as in Newsweek The Los Angeles Times, and various other media outlets. That's why it is so important to be committed to a campaign. If the client had stopped after three months, the entire campaign would have been for naught. If you offer the media good stories and you're professional, creative, and tenacious, eventually, you will get placement.  Anthony Mora