What To Look for When Hiring a Publicist

By Jennifer R. Farmer

After the release of the ‘Where is Wendy?’ documentary, a lot of people have wondered how her team could have allowed the project to move forward given Williams’ deteriorating health. Speculators have asked who greenlit the film, with the motives of her former manager Will Selby and former publicist Shawn Zanotti being called into questioned. Others have said the film needed to be released to document the dire circumstances of Williams’ life, with some urging greater examination into Williams’ guardianship. While I many certainly have questions about the guardianship, I’ll set that portion aside since that process is outside of my expertise.

As I analyzed the commentary around the project, I realized that many people may not know how one would select a publicist. Below, I’ll share a framework for what leaders should consider when hiring a publicist.

To be clear, I do not know the backstory of how ‘Where is Wendy?’ came to the big screen, nor do I know her team. However, I’ve worked in public relations for more than 20 years and have had a good deal of experience leading PR campaigns on behalf of grassroots groups, social justice leaders, and others. I also routinely support leaders in managing potentially brand-altering situations. From my experience, here are seven things leaders should look for when hiring a publicist, regardless of the industry.

Technical Skill.

When considering a publicist, the first thing to look for is technical skill. Your publicist should have the requisite skills to help you communicate your message, garner media coverage, manage your brand, and think proactively about steps you should take to avoid a crisis. At a minimum, they should have strong writing skills, superior interpersonal skills and crisis mitigation experience. A publicist should have experience working with a host of clients from different walks of life and in a variety of circumstances.

Industry Expertise.

You want someone industry expertise or the drive to learn what they do not know. You want someone who understands the nuances of the work you do and the world around them. You want someone who knows what they do not know but is willing to solicit input from experts. 

Connections.

Look for someone who has relationships with media, other publicists, and influencers in the niche in which you work. You want someone with an extensive rolodex and the personality to build and cultivate more relationships. However, do not turn away people with a smaller rolodex but with the drive to go out and meet journalists and influencers.

Reputation.

Look for someone with a good reputation. You want someone who is drama-free, and someone who has a proven track-record of success. You want someone who has a reputation for managing conflicts well and delivering results.

Outside Interests.

While your publicist should be committed to protecting your brand and garnering the right coverage, you want someone who has a life outside of you. You want someone who will not see you as the center of their world. If a person sees you as the center of their world, and you need to end the relationship, they may take it badly or react poorly. If you are the center of their world, they may also be reluctant to give you the feedback you need in order to grow.

Integrity

Whether you are hiring a publicist or an accountant, you need someone with integrity. There will be a lot that your publicist does that you will not see. You do not want to wonder if they are being honest or if they are behaving deceptively. You need someone whose character doesn’t change the moment you walk away.

Personality Match.

Not every publicist is appropriate for every leader or influencer. Having the skill doesn’t mean the person will work for you. You want someone with whom you have a personality match or someone who you align with on the more important topics as well as the talent and skill.

Whether you are hiring a new publicist or expanding your team to include this position, these tips will help you think through what you need and how to get it.