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The timeline for publicity, which now includes parsing out digital content that supports an album release, is more malleable than ever, especially in 2016. It used to be three to four months of setup time for long-lead outlets, and a shorter time frame for short leads. Pre-album press leads into the cycle, which leads into tour press, which leads into the wrap-up, and "out of the box" falls somewhere in between or even after the campaign closes.
But now, in the era of leaks and the ever-growing digital space, publicists and bands can play with the timeline and accept a much more flexible range of dates for parsing out content, delivering music for review, consideration, and more.
You also have to think in terms of a full album cycle, which goes beyond the first month or two after release date. You have to keep fickle fans interested for a long time, and there's a decent template you can employ (and amend) for doing just that. It involves creation of content, since content is king.
Granted, you may not have the budget or resources at first, but you'll get there. If not, you'll just have to get super creative. Luckily for you, you're a musician, and creativity is in your DNA.