My 2-year-old is currently challenging us as parents. It’s the dreaded potty-training phase of parenthood, and the idea of getting him to “go” in the potty is just that – an idea. And, he is not on the same wavelength of that goal. If you’re a parent, you know how it is – there are ups and downs, but the end result is one of satisfaction and freedom from having to change diapers (not to mention buy them).

It’s kind of like a client who’s new to the PR discipline. As their PR consultants, it’s our job to ensure we are not only successful, but that our clients understand the process behind executing a great PR plan. Like with potty training, there are ups and downs – more like pitching and waiting. Some pitches will hit the nail on the head with immediate results, while others may stay in the follow-up hopper for a month…two months…a year. Over the course of the first few months of work, our clients begin to understand and appreciate the process of PR. It’s not an overnight visual, like with a paid ad. Relationships with reporters (existing and new) take time to develop and at times, things like a government shutdown get in the way of coverage.