There are parts of a PR campaign that should remain silent. Those “quiet” moments of no TV cameras pointed at the client, no radio interviews on the calendar, and no articles in magazines can seem pointless to anxious clients who want to see fast results. But as Honest Abe reminds us, preparation is often the most important part of the process. Those “silent” days and weeks at the beginning of a publicity campaign are when a PR consultant should be getting a client ready to face the media. It may involve everything from getting social media in place to having multi-media components produced to updating a website to working through interview preparations. Many clients want to hit the ground running – and they can – because they walk into a publicity campaign with all elements already in place. But most do not. And the preparation phase (or lack thereof) will make or break the entire campaign itself. You only get one chance to make that first impression. Make sure the ax is sharp.