A public relations campaign can be time-consuming, but if done well, it can be one of the most effective keys to the success of a product or brand. PR isn’t a replacement for traditional advertising. In fact, it should work in tandem with an advertising campaign to ensure the proper audiences are reached at the right times. While traditional advertising is always guaranteed, PR is a gamble. Publicists can write the most creative pitch and represent the best outlets, but it’s ultimately up to the media gatekeepers as to whether or not they pursue coverage. That’s why it’s important to do everything you can to make your PR efforts as streamlined as possible. Here are five key tips to remember as you prepare your next PR campaign.