So, you’re thinking about hiring a publicist. You’ve written a book, wrapped up a new album, perfected an art show - you’ve created something great and now you need help sharing it with the world. In walks the publicist. You find the one whose energy matches yours and you know they are going to help you take your project to the next level. The one who is going to make you famous!
I say this with a twinge of sarcasm, although our goal as publicity professionals is always to do our best to raise awareness for your work. But we are not magicians, despite the magical elements of sharing your story. I’ve learned over the years that it’s difficult for some to understand what exactly a publicist does and what you can expect from your work together. I’m going to share some of my favorite (they are not my favorite) statements I’ve heard from creatives who are thinking about hiring publicity help:
Hiring a publicist is going to make me famous.
I just hired a publicist, so I’m going to be featured in the New York Times as a bestselling author.
My publicist will make sure all my events are sold out. Standing room only.
I don’t have to do anything to promote myself because that’s my publicist’s job.
Because I hired a publicist, I’m going to see PR results immediately. Publicity shouldn’t take time if it’s being managed by a professional.
These are just some of the common misconceptions of what working with a publicist means (every time I hear someone start to say one of these things, my eye starts to twitch and my brain goes black). This isn’t to say that we don’t try our hardest to get you on bestseller lists or make it so you’re recognized at your favorite local coffee shop, but it’s not guaranteed and it’s certainly not all on us. Working with a publicist means engaging in a partnership where both parties have a responsibility to the project. Meaning, you, the client, also needs to put the work in.
If you’re thinking about working with a publicist, I encourage you to mull over the following points first:
Are you ready and willing to put in the work, too? This means being open to sharing your contacts and background with me, brainstorming angles to which we can pitch your project, sharing where you would like to be placed, and countless other things.
Do you feel comfortable promoting yourself? I am no stranger to asking a client to pitch themselves on social media and/or in-person when the opportunity presents itself. You need to be comfortable talking about yourself and your work. If you have an event coming up, I can’t be the only one pushing details out to local media, etc. You need to be able to share news of the event with your personal contacts, too.
What are your expectations, and are they realistic? Be knowledgeable about your creative field and what it takes to get where you’d like to be. For example, if your dream is to be featured in Oxford American, what kinds of authors have walked down this path in the past? Understand that realistic goal-setting is one of the many keys to success.
Are you OK with the fact that a publicity campaign takes time? Meaning, more than one month, two months, or even three months. Getting quality publicity for your work will never happen overnight. One of the most important parts of PR is the art of connection, and connection involves more than one party’s agenda. It takes time to build relationships and work on coverage timing that feeds everyone’s needs. Just think about it, when has success ever happened overnight? Whether you’re a traditionally published novelist backed by a Big Five pub house, or self-published/with a small press, success still takes time.
Are you ready to have fun? This seems like a silly question, but you would be surprised at how many people dread promotional work. You want to enjoy the process – if you don’t have a good time promoting what you do, why do you create?
The best thing you can do for your relationship with your publicist is have open communication and realistic expectations. Know what you’re getting into and have an honest conversation with them about what you hope to get out of the project from the start. Be willing to put yourself out there and work with your publicist, not just stand on the sidelines and expect them to read your mind and/or do all of the work without any input from you. The best projects I’ve worked on are the ones where the client is excited to work together.
I’m wrapping up this post with another common statement I hear that I really do love. I frequently hear how surprised a client is to learn how much fun it is to work with a publicist. Being creative is fun and having someone to go on that ride with you? Even better. Enjoy it.