Finding the right publicist is less about hiring a vendor and more about choosing a strategic partner. This person will become your brand’s most passionate advocate, translating your vision into compelling stories for the media. The success of your campaign depends heavily on finding someone who not only has the right connections but also genuinely understands your message and goals. Making the wrong choice can be a costly and frustrating experience. That’s why knowing how to hire a publicist is one of the most critical business decisions you’ll make. This guide will walk you through the entire process, showing you how to spot red flags, ask the right questions, and find a partner who can help you build lasting credibility and authority.
Key Takeaways
- Plan your PR hire strategically: The most effective campaigns start 4-6 months before a launch. This gives your publicist the necessary time to build a thoughtful strategy and secure meaningful media coverage that aligns with your goals.
- Choose a partner, not a salesperson: The right publicist will feel like a core member of your team. Vet them by reviewing their past results and industry connections, and be wary of anyone who guarantees specific media placements—that’s a major red flag.
- Treat PR as a collaborative investment: Success in public relations is about building long-term brand authority, not just driving immediate sales. Be prepared to actively participate in the process, as your collaboration is essential for creating a narrative that truly resonates.
What is a Publicist and Do You Need One?
Before you start searching for a publicist, it’s important to get clear on what they do and, just as importantly, what they don’t do. A publicist can be a powerful partner in sharing your story, but understanding their role is the first step to a successful relationship. Think of them as a strategic partner who connects your message with the right audience through the media. They are the bridge between your brand and the journalists, editors, and producers who can give it a platform. If you have a story to tell—whether it’s a new book, a company milestone, or your personal brand—a publicist helps make sure people hear it.
They specialize in managing your public image and creating a strategic plan to make your message known to the public. For CEOs, authors, and entrepreneurs, this means translating your expertise and vision into compelling narratives that resonate with the media and, ultimately, your target audience. A good publicist doesn’t just get you press; they help shape the public conversation around you and your work, building credibility and authority in your field. They help you find your unique angle, refine your key messages, and prepare you for interviews so you can show up confidently. Deciding if you need one comes down to whether you’re ready to invest in strategically building your public profile.
What a Publicist Actually Does
So, what does a publicist really do all day? At their core, a publicist is your professional storyteller and media strategist. They work to manage your public image and get more attention for your work by securing media coverage. This isn’t just about sending a few emails. A great publicist develops a tailored PR strategy, crafts compelling press materials, and pitches your story to their network of journalists, podcasters, and producers. They find the right angle to make your story newsworthy and connect you with media outlets that align with your brand and goals. Their job is to create opportunities for you to be seen and heard in meaningful ways.
Debunking Common PR Myths
Let’s clear the air about a few common misconceptions. First, no publicist can promise specific results. If someone guarantees you a feature in a top-tier publication, consider it a major red flag. Publicists build relationships and pitch stories, but they don’t control editorial decisions. Second, while media placements are fantastic for building credibility, they don’t always directly translate into a huge number of sales. Getting traditional media attention feels great, but it doesn’t always lead to a lot of book sales on its own. Think of press as a long-term brand-building play, not a direct sales tool. Understanding these realities helps you set realistic expectations and build a healthier partnership.
When Is the Right Time to Hire a Publicist?
Deciding to hire a publicist is a big step, but knowing when to make that move is just as important. Great PR isn’t a magic wand you wave at the last minute; it’s a strategic effort that requires planning and runway. Timing it right gives your story the best possible chance to land with impact. So, how do you know if the moment is now? It often comes down to having something newsworthy to share—a book launch, a company milestone, a unique perspective—and recognizing you need an expert to help you get the word out.
The right moment isn’t just about having news; it’s about being ready to invest in the process. Public relations is a partnership that builds momentum over time. It’s the difference between a single announcement that quickly fades and a sustained campaign that builds your credibility and brand recognition. Waiting too long can mean missed opportunities, while jumping in too early, before your story is fully baked, can lead to a campaign that fizzles out. The goal is to find that sweet spot where your message is clear, your goals are defined, and you have a tangible asset or event to build a campaign around. This section will help you identify the key signals that you’re ready and show you how to time your hire for maximum results.
Signs You’re Ready for Professional PR
You’ve likely hit a point where you have something significant to share—a new book, a company milestone, or a unique perspective that deserves a bigger platform. If you’re an author, artist, or founder, you might be ready for a publicist when you need to get your work seen by a wider audience. The key sign is recognizing that while you have the story, you don’t have the time or the media connections to tell it effectively. If the thought of spending your days sending emails and making calls to journalists feels overwhelming, it’s a strong indicator that it’s time to bring in a professional who can handle the outreach while you focus on what you do best.
How to Time Your Hire for the Best Results
Timing is everything in PR, especially when you have a specific launch date. For authors, the sweet spot for hiring a publicist is four to six months before your book hits the shelves. This gives your PR team the necessary time to build a strategy, pitch to long-lead media (like monthly magazines), and secure coverage that aligns with your release. A typical campaign runs for about three months, starting before your launch to build momentum. Waiting until the last minute or after your project is already out is one of the biggest mistakes you can make; it closes the door on many opportunities. If you have a launch on the horizon, the best time to start the conversation with a publicist is now.
How to Find and Vet the Right Publicist
Finding the right publicist is one of the most important steps in your journey. This isn’t just about hiring a service; it’s about finding a strategic partner who will become an integral part of your team. The right person will understand your story, share your vision, and have the connections to get you noticed. But with so many options out there, how do you find the one? It takes a bit of due diligence. You’ll want to start with your trusted circle, expand your search online, carefully evaluate their track record, and know exactly which red flags to watch out for.
Ask Your Network for Referrals
Your first move should be to tap into your professional network. A recommendation from a trusted colleague, mentor, or industry peer is invaluable because it comes with a layer of built-in trust. These are people who have firsthand experience and can give you an honest assessment of a publicist’s strengths, weaknesses, and working style. Reach out to fellow authors, entrepreneurs in your space, or leaders you admire. Ask them who they’ve worked with and what their experience was like. A strong referral can shorten your search and connect you with a publicist who already has a proven track record of success with clients like you.
Research Publicists Online
Once you have a few names from referrals—or if you’re starting from scratch—it’s time to do some online research. A great publicist will have a professional and informative online presence. Start by searching on LinkedIn for publicists who specialize in your field, whether that’s non-fiction authors, tech founders, or wellness experts. Look at their profiles, see who they’re connected to, and read any articles they’ve published. A publicist’s website is also a goldmine of information. It should clearly state who they serve and what makes them unique. This is your chance to find an agency that truly gets your niche and has a team of dedicated experts ready to support your goals.
Evaluate Their Experience and Connections
This is where you get into the details. A publicist’s past work is the best predictor of their future success with your brand. Start by reviewing their website for case studies, client lists, and testimonials. Do they have a history of working with people in your position? Next, look closely at the kind of media coverage they secure. Check their website for a list of recent press placements and ask yourself if those are the outlets you want to be featured in. A publicist who consistently lands clients in top-tier publications relevant to your industry likely has the strong media relationships needed to get you similar results. Don’t just be impressed by logos; see if the stories are meaningful and align with your brand.
Spot the Red Flags
Just as important as knowing what to look for is knowing what to avoid. A major red flag is any publicist who guarantees media placements. No reputable PR professional can promise you a feature in a specific outlet like Forbes or The New York Times. Earned media depends entirely on an editor’s decision, and anyone who says otherwise isn’t being truthful. Also, be wary of “pay-for-placement” models, which often blur the line between authentic PR and advertising. True public relations is about earning credible, third-party endorsements, not simply buying your way into a publication. A trustworthy publicist will be transparent about their process and focus on strategy, not empty promises.
Key Qualities of a Great Publicist
Finding a publicist is about more than just hiring someone to send emails on your behalf. The right partner possesses a unique blend of skills and personal attributes that turn a good PR campaign into a great one. When you’re vetting potential publicists, look beyond their client list and past placements. Pay close attention to how they operate, think, and communicate. The most successful partnerships are built on a foundation of shared vision and complementary strengths. Here are the core qualities that separate a truly exceptional publicist from the rest.
Strong Communication Skills
A great publicist is your most passionate advocate. They need to be able to articulate your story and vision with clarity and conviction, acting as your professional cheerleader. This means they are not only skilled writers and speakers but also exceptional listeners who can internalize your goals. They handle the constant flow of emails and calls, freeing you up to focus on your work. Clear communication is also vital for your relationship with them. You want a partner who provides concise updates, explains their strategy clearly, and is responsive to your questions. The best publicists, like our Leverage with Media team, make you feel heard and confident that your message is in the right hands.
A Proactive Mindset
The media landscape doesn’t wait for anyone, and a great publicist doesn’t either. Instead of waiting for a launch or milestone to start pitching, they are constantly seeking out opportunities and creating angles to keep you relevant. A proactive publicist thinks like a journalist, anticipating what topics will be trending and finding ways to connect your expertise to the news cycle. They don’t just fulfill a checklist of tasks; they actively hunt for the best platforms to feature your story. This forward-thinking approach is what leads to consistent, high-quality media attention. You can see the results of this mindset in the impactful placements we secure for our clients.
Creative and Strategic Thinking
Anyone can send a press release, but a top-tier publicist is a master storyteller and strategist. They know how to frame your brand’s narrative in a way that captures media attention and resonates with your target audience. This involves digging deep to find unique angles and hooks that make your story irresistible to journalists. They don’t just think about the next placement; they build a comprehensive PR strategy that aligns with your long-term business objectives. This strategic vision ensures that every media hit contributes to a larger goal, whether it’s establishing you as a thought leader or driving book sales. A publicist’s ability to think creatively is what turns a standard announcement into a national headline.
A Strong Industry Network
In public relations, relationships are everything. A great publicist comes with a well-established network of contacts, including journalists, editors, producers, and influencers. But it’s not just about the size of their contact list—it’s about the quality of those relationships. The best publicists have built a reputation for bringing valuable, relevant stories to the media, which means their emails get opened and their calls get answered. This level of trust is earned over years of professional integrity and is one of the most valuable assets they bring to your brand. This access is what allows them to secure placements in top-tier outlets that you couldn’t get on your own.
Breaking Down Costs and Contracts
Let’s talk about the money and the paperwork. This is often where people get a little hesitant, but being informed about costs and contracts is the best way to enter a partnership with confidence. Think of public relations as a serious investment in your brand’s future. Just like any other professional service, it comes with a price tag and an agreement that protects both you and your publicist. Understanding these elements upfront ensures there are no surprises down the road and that you’re both aligned on the value of the work. It’s all about setting clear expectations from the very beginning so you can focus on what really matters: sharing your story with the world.
How Publicists Charge for Services
You’ll quickly notice that most publicists don’t list their fees online, and for good reason: every campaign is unique. The cost depends entirely on your goals, the scope of work, and the duration of the project. For a smaller, targeted campaign, you might see proposals starting in the $1,500 to $3,000 range. However, for a comprehensive, multi-month strategy designed to build significant momentum—the kind that lands you in major outlets—you should be prepared for a more substantial investment, often between $15,000 and $25,000. Most publicists work on a monthly retainer, typically for a minimum of three to six months, as building media relationships and securing coverage takes time.
Key Elements of a PR Contract
The good news is that PR contracts are usually straightforward. A reputable publicist wants clarity just as much as you do. Typically, the agreement will be a few pages long and will clearly outline the most important terms. You should expect to see the payment schedule, the scope of work detailing what services are included, and the cancellation policy. One crucial element you’ll always find is a disclaimer that results cannot be guaranteed. This isn’t a red flag; it’s a mark of professionalism. No one can force a journalist to cover a story, so you are paying for the publicist’s expertise, time, and strategic effort.
How to Budget for Public Relations
When you’re ready to hire a publicist, it’s best to approach it as a dedicated part of your business budget. A well-planned PR campaign is a strategic investment, not a one-time expense. During your initial conversations, be ready to discuss your budget openly. As publishing expert Jane Friedman advises, having this conversation early ensures everyone is on the same page. Ask potential publicists if they offer different PR packages or tiers of service. This can help you find a solution that aligns with your primary goals, whether you’re launching a book or building your executive brand. The right publicist will work with you to define a scope that delivers value for your investment.
Prepare for Your First Meeting
Walking into your first meeting with a potential publicist is your opportunity to see if there’s a real connection. This partnership can shape your public-facing career, so preparation is everything. It shows you’re serious and helps you move beyond the sales pitch to determine if this person can truly champion your brand. A little homework upfront ensures you find a partner who gets your vision and has the skills to bring it to life.
The Right Questions to Ask a Publicist
This meeting is your chance to interview them, so come prepared with thoughtful questions. The most important thing to uncover is whether they truly understand your industry. Do they know the key publications and podcasts that matter to your audience? Ask them to name a few outlets they envision for you. Their answers will quickly reveal their expertise and if their network aligns with your niche. A publicist with experience in your field will have a shorter learning curve and a more effective approach from the start. A great publicist will welcome these questions.
Define Your Goals and Expectations
Before you ask a publicist for help, you need to know what you want to achieve. Take time to clearly define your goals. Are you trying to sell more books, land a keynote speaking gig, or attract investors? Write down specific, measurable objectives. A good publicist will ask about your goals for both your project and your long-term career, so having these answers ready makes for a more productive conversation. This clarity helps a potential partner create a strategy that’s genuinely tailored to your vision, not a one-size-fits-all plan.
Assess Their Strategy for Your Brand
A great publicist won’t just talk about what they can do; they’ll show you how they’ll do it. Ask them to outline a potential strategy for your brand. How do they plan to pitch you, and what angles would they use? It’s also fair to inquire about their network of media contacts and ask for examples of recent placements for similar clients. Seeing their past results is one of the best ways to gauge their effectiveness. You’re looking for a clear, logical plan that connects their efforts to your goals and demonstrates their creative and strategic thinking.
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Build a Great Partnership with Your Publicist
Hiring a publicist is a huge step, but signing the contract is just the beginning. The success of your PR campaign hinges on the strength of your partnership. Think of your publicist as a key member of your team, not just a service provider you’ve hired. A strong, collaborative relationship is what turns a good PR strategy into incredible, brand-defining results.
This partnership is built on a foundation of mutual trust, clear communication, and shared enthusiasm for your goals. When you and your publicist are perfectly in sync, they can represent you and your story with the authenticity and passion needed to capture media attention. To get there, you both need to be active participants. It’s not about handing over control; it’s about combining your deep knowledge of your brand with their expertise in media relations. This synergy is where the magic happens, leading to placements that feel authentic and drive real momentum for your brand. Your publicist brings the strategy and the contacts, but you bring the story and the vision. Together, you can create a narrative that resonates with journalists and your target audience. Let’s break down how you can build a relationship that gets you the results you’re looking for.
Set Clear Goals and Timelines
Before your first kickoff meeting, get specific about what success looks like to you. Vague goals like “get more press” won’t cut it. Instead, as publicist Kathleen Schmidt suggests, try to “write down 10 real goals you have for your book’s publicity.” Do you want to be featured in Forbes? Land a spot on a top-rated podcast in your niche? Drive ticket sales for a speaking tour? The more specific you are, the better your publicist can tailor their strategy. A great publicist will help you refine these goals and ensure they’re realistic.
Timing is also critical. A typical publicity campaign should last two to three months and begin well before your book launch or project release. This gives your publicist the runway they need to pitch journalists, build momentum, and secure coverage that lands at just the right moment. Our PR packages are structured around these strategic timelines to maximize your impact.
Communicate Openly and Often
Your publicist is your biggest advocate, but they aren’t a mind reader. The most effective partnerships thrive on open, honest, and frequent communication. Be prepared to share your story—the good, the bad, and the details you think might not matter. Publicists are experts at telling your brand’s story in a compelling way, but they need the raw material from you. The more they understand your vision, your voice, and your unique perspective, the more authentically they can represent you to the media.
Establish a regular communication schedule from the start, whether it’s a weekly call or a detailed email update. Use this time to discuss progress, ask questions, and share any new developments. Being transparent about your expectations and any concerns helps your publicist adjust their approach and keeps you both aligned. We believe in this so much that our entire approach is built on getting to the core of our clients’ stories.
Collaborate for the Best Results
It’s tempting to think you can hand over the reins completely, but the most successful campaigns are a team effort. As author services expert Jane Friedman notes, “Even if you hire a publicist, you, the author, must be ready to learn and do some marketing yourself.” Your active participation is essential. This means making yourself available for interviews, providing thoughtful answers for Q&As, and being responsive when your publicist needs information or assets from you. Your publicist opens the doors, but you’re the one who has to walk through them.
Think of your publicist as your biggest fan and cheerleader. They are there to champion your work and create opportunities. When you match their efforts with your own enthusiasm and engagement, you create a powerful synergy. This collaborative energy is what helps you and your publicist achieve incredible client results and build a brand that lasts.
Measure Your Success and Handle Challenges
Working with a publicist is a dynamic partnership. Like any good relationship, it thrives on clear communication, aligned expectations, and a shared understanding of what success looks like. Once you’ve hired someone, the work is just beginning. You’ll need to track progress, stay flexible, and manage your own expectations about the process. This is how you build a strong foundation for a fruitful collaboration that generates real results for your brand.
Define What Success Looks Like (KPIs)
It’s easy to think that the only metric that matters is sales, but that’s a limited view of what PR can accomplish. A publicist’s work is an investment in your long-term career and brand authority. While a great media hit can certainly lead to sales, success is often measured through Key Performance Indicators (KPIs) that track growing influence. Before you begin, agree on what you’ll measure. This could include the number of media placements, website traffic from referral links, growth in social media followers, inbound requests for speaking engagements, or an increase in brand name searches on Google. Seeing these metrics move shows that your brand visibility is growing, which is the primary goal of a strong PR campaign.
Adjust Your Strategy as You Go
No PR plan is set in stone. The media landscape changes quickly, and what works one month might not work the next. A great publicist acts as your strategic partner, keeping a finger on the pulse of what’s new and relevant. They’ll handle the constant outreach and follow-ups, freeing you to focus on your own work. Plan to have regular check-ins to review what’s landing and what’s not. This allows you both to be nimble and adjust your strategy as needed. Maybe a certain angle isn’t resonating with journalists, or perhaps a new, timely opportunity has emerged. Being open to pivots is key to getting the most out of your investment.
Manage Your Expectations
It’s important to have a realistic perspective on what a publicist can and cannot do. Even the best publicist with incredible connections cannot guarantee a feature in a specific outlet. Think of it this way: your publicist gets you the at-bat, but they can’t control the pitcher or the umpire. There are fewer spots for coverage than ever before, and the competition is fierce. Similarly, PR is a marathon, not a sprint. Building a brand and establishing credibility takes time. While a viral hit is always possible, you should manage your expectations and focus on the steady, consistent growth that builds a lasting legacy for you and your work.
How to Address Common Concerns
Your relationship with your publicist should be built on trust, and that starts with transparency. Be wary of anyone who promises or guarantees placements in major outlets like Forbes or The New York Times. A publicist’s job is to pitch and build relationships, but they don’t have control over editorial decisions. Your contract should also be crystal clear. It needs to outline the scope of work, the duration of the engagement, and the payment schedule. It’s also wise to include a termination clause that defines how either party can end the relationship if it isn’t a good fit. Don’t be afraid to ask direct questions about these points before signing anything.
