The Process Takes Time ' The First Month Is Murder
HOW LONG SHOULD IT COOK?
There's an old saw, in the public relations business, about what you say to a new client for whom you haven't delivered what he or she expected in the first month of the contract. 'It's in the pipeline,' we used to say. It meant that we'd spent that first month understanding the firm and its story, developing the press material, planning the strategy and making presentations to the media. The groundwork. And in the second month, presumably, it would all come to fruition.
By
Bruce W. MarcusThis premium content is locked for LawJournalNewsletters subscribers only
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