It probably takes six months for most PR strategies to make a real impact – and for any professional working in the built environment, a relationship with a built environment consultancy that is begun at the point of urgent need is going to be a fire-purchase. As the architects, project managers, main contractors and planners we advise as built environment consultants know, it is far better to have a strategy in place that draws on our knowledge of best practice in the sector – whether it is for proactive or reactive coverage. A media crisis, or a sudden need for coverage, is not the most effective context in which to get to know your PR consultants.