You pour through MuckRack looking for what the press are talking about, you engineer pitches, you research trends, you thoughtfully prepare newsworthy angles and press lists that match, you write press releases, you produce events, but most of all you need to let your client know that’s you’re on it. Every week, you cobble together all the work you’ve done to justify your monthly retainer. It never seems to be enough. If you could spend half a day meeting all the reporters you need and getting an already vetted press list put together by a reputable fellow publicist, your client will be very happy (and your day will be well spent).