How to Know If You’re Ready to Hire a Publicist

By Jennifer R. Farmer

If you have told yourself or someone else, “I need a publicist,” we have tips to help you. While a lot of people believe they need representation, there is a threshold one must meet to successfully maximize a relationship with a publicist. And by the way, if you are wondering what a publicist does, read this article. Before you jump out there, consider these four points:

You have the funds to invest in the relationship for six months to a year.

Prior to hiring a publicist, you want to have the funds to invest in the publicist for several months. This includes the cost of hiring a publicist as well as the cost of doing the things the publicist recommends, such as social media, paid media sponsorships, photoshoots, videography, etc.

You are committed to investing for the long haul.

There is no other way to say it; public relations involves investment. When you hire a publicist, be prepared to invest for the long-term as microwave results are few and far between. For most people, media attention comes from sustained action, repeated investment and continual pitching. That means you may not get the media coverage you want based on one campaign or one series of events. By going back at the apple repeatedly, you increase the likelihood of media attention.

You are willing to commit your time.

Media relations involves a time commitment. There is the time to prepare for the media interview, the time to physically go to the interview spot or do the interview remotely, and the time after the interview to promote the segment or your interview’s message. There is also an investment of time required when thinking through the best angle to share your work and story; what examples will you use? What visuals promote your message? What validators do you need to have lined up to affirm and confirm what you are saying? I’ve described a best-case scenario, but certainly not everything goes according to plan. I have actually had colleagues agree to a TV interview, be picked up by a car service for the interview, travel to the station, have their hair and makeup done, wait in the green room and then be told the segment has been cancelled or breaking news will bump their interview. So prior to hiring a publicist, consider whether you have the time to do all that they recommend, including the media relations portion.

You are coachable.

To maximize your relationship with a publicist, ask yourself if you are coachable. Are you open to receiving feedback and whether you would be open to receiving feedback from the person you’re considering hiring.  A publicist’s job is not only to help you share your work publicly but to anticipate the public’s reaction and help you adjust accordingly. The publicist should also help you articulate your vision in a way that invites others to be a part of it. PR work invariably requires feedback, so expect a publicist to challenge you, offer suggestions to help you refine your product or approach, and tell you the truth.

If you look at this list and check every box, best of luck to you and your emerging team. If you look at this list and realize you are not ready to hire a publicist today, do not fret. Tuck this feedback away and return to it in a year or more. There is no rush on greatness so take your time.

Jennifer R. Farmer is the principal of Spotlight PR LLC. You may also check out our other blogs and subscribe for regular communications updates.