Try to respond promptly. It will pay off in the end. It is not unusual to pay an upfront retainer of one to two months upon executing a contract. In order for a campaign to generate results, a minimum commitment of six months to a year is normally required. Everyone wants a marriage made in heaven, but in case a separation is necessary, make sure the contract has a cancellation clause.
Public relations is sometimes hard to evaluate.
Plenty of behind the scenes work goes into a campaign before anyone hears about it. Publicists spend countless hours planning strategies, developing events, writing copy, and pitching. Rest assured, your publicist wants you to be a success. Be patient and realistic. Not every idea or story your publicist suggests is going to hit a home run.