Susan Schreter's column in today's Seattle PI is a must-read for those engaged with PR firms who are wondering how patient they really need to be to earn the big placements. Lorne Richmond, president of Richmond Public Relations, offers some good tips to help business owners decide if it is time to cut their ties with their PR firms of record. Whether you operate as your own publicist, following the DIY publicity tips such as those provided in this blog, or you engage a firm to tell your stories, Richmond's tips are right on the money.