Things to Know When Hiring a Publicist
“Everyone has a story to tell.”
Ever since I started this little business of mine, I’ve had a lot of questions from people asking me what I actually do. And, while I believe my elevator pitch is on point, there are still a lot of misconceptions around publicists, in particular ones that do the kind of work I do. So, if you’ll humor me, I thought I’d dedicate some time here to go through some things to know before committing to hiring a publicist on behalf of your brand:
What’s your story?
If you’re considering a publicist it means that most likely you have something that you want to share with the world. Nowadays, the media is so inundated with messages, new products and people making a positive impact on the world, so it’s extremely important to focus on what truly makes your offering unique. How do you stand out among the competition? What’s the unique value you bring? I believe everyone has a story to tell no matter the size or stage your business is in. You don’t need to have this all figured out (that’s what we’re here for!) but it is a good idea to have given this some serious thought which will help to outline the strategy with a publicist moving forward.
No, media relations is not dead.
I’m a firm believer in the power of the written word and while social media is more prominent than ever, I believe true editorial will always have an important place in society. Don’t get me wrong, I love Instagram just as much as the next person, but it’s not always the best avenue for communicating a full brand story and reaching a broader target audience.
There is no such thing as a “quick hit.”
I get this one a lot and to be honest, it kills me every time.
Yes, there are opportunities to get quick placements and yes, I have some amazing contacts that I can reach out to with breaking news for coverage but that’s not what you pay a publicist for. Instead, I view my clients as partners and have a vested interest in their business and success. Real ROI won’t come from one placement just like real success doesn’t happen overnight. It takes hard work, strategy and a lot creativity to develop a comprehensive PR campaign that will impact your bottom line.
Be ready to do the work.
When you hire a publicist, be ready to commit time and effort. For me, I meet with my clients weekly to share important news/updates, brainstorm new ideas, source content from them, etc. Most publicists can be scrappy and resourceful to operate independently when needed, but you’ll see the most success when you commit a few hours a week to supporting PR efforts.
Find someone you mesh with personally and more importantly, trust.
Publicists work as an extension of your brand and hiring one means giving up a sense of control. Trust me, I get that that’s not easy (recovering perfectionist right here). This is why you need to trust your publicist to represent your brand well. This can look different for everyone but I’d always recommend coming up with a core message track, brand pillars and agreed upon tone of voice etc. to give you some peace of mind and keep brand messaging consistent.
Obviously, I’m a fan of publicists and the work we do but hopefully this was helpful to give a little better understanding on some of the things to consider before engaging with one on behalf of your brand.
Xoxo, Morgan