You are willing to make the publicist a part of your core team. Publicists can do very little to support you if they are not fully embedded in your team. In my book, “Extraordinary PR, Ordinary Budget: A Strategy Guide,” I mention that publicists and communications staff should be included at the outset and throughout core campaigns. This will allow them to understand the broader strategy and determine the right communications tactics to implement that strategy. It also allows them to give reporters and editors sufficient notice to cover your event, issue or campaign.