The chef approves and modifies the plan of action according to what works best for the operation. The publicist is the go between for the chef and the media. Generally interviews, recipe requests, photo opportunities and other media needs are funneled through the publicist. Some deadlines are long, some are tight. Chefs are notorious for doing things at the last minute.
Publicists know what lead times are in the venues they are trying to obtain coverage.
They try to deliver material with as much lead time as possible so when a publicist requests a recipe or a holiday menu, that usually means now not in two weeks. 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.