PR is not a vending machine.

You don't put money in and get coverage out on a schedule. It compounds and like most things that compound, it looks like nothing is happening right up until everything is.

Charlie Munger said the first rule of compounding is to never interrupt it unnecessarily. Sure he was talking about stocks and saving but this might also be the most accurate description of how PR actually works that I've ever read.

When 10 placements land in month six, that's not luck. That's the five months of groundwork finally breaking the surface.