The giant PR firm Burson-Marsteller [3] won a $4.6 million contract from the U.S. Department of Homeland Security [4], for two to seven months' work. The contract, awarded under the Urban Area Security Initiative [5], is "for the development and implementation of a regional public awareness and education campaign for a major emergency or disaster [6], such as a terrorist act," in the Washington DC area. The goal "is to have 50% of people in the national capital area report that they've taken steps to be prepared." Burson-Marsteller will do PR and outreach, and "partner with ad and community-outreach agencies." One-third to one-half of the budget is slated for advertising.