When you are inquiring to retain the services of a publicist or firm, always be prepared and do your own due diligence. In determining the need for publicity, which all businesses do need, determine your niche, target market, and outline advertising, marketing, branding and promotion options. Request an initial consultation to ask the hard questions and to find a mutual alignment of partnership with your publicist/firm. You both will be collaborating daily, weekly, monthly and quarterly on the “plan of action” of the public relations campaign, which takes approximately 3-6 months to gain ROI. Remember, Public Relations is not a product; it is a process.