Before it happens! Timing is everything in the news business. If you contact us after the fact, it is usually too late to garner media interest. The more time we have in advance of the news, the more effective we can be. Public Relations can work with you to determine if external media may be interested and to plan an appropriate outreach strategy. If you contact us with news at the last minute, we may still be able to help, but we ask that you bear in mind that much of the news coverage that we read, see or hear was planned well in advance.