Per Director of PR, Natalie Obando-Desai, a typical publicity campaign for a book will last between three and six months. The ideal time to start a publicity campaign is about three months prior to the book being published. If an author is planning to self-publish and handle all publicity on their own, she recommends laying the groundwork for the campaign at conception of the book idea. This includes building the online platform. If working with a publicist, the average campaign lasts around four months, which gives the publicist time to reach out to media and garner reviews.