How To Effectively Work with a Publicist: A Comprehensive Guide
Working with a publicist can significantly amplify your brand's visibility and credibility, but the key to success lies in understanding how to collaborate effectively. Publicists are experts in managing media relationships, crafting compelling narratives and securing valuable opportunities, but their success depends on how well you, as the client, work with them. In this guide, we’ll explore best practices for collaborating with a publicist to ensure your PR campaign thrives.
Adhere to Deadlines: The Media Clock is Ticking
In the fast-paced world of media, timing is everything. Reporters and editors work on tight deadlines, and so must you when a publicist secures an opportunity. If you agree to an interview or commit to providing materials by a specific date, sticking to that deadline is non-negotiable. Missing deadlines can damage not only your reputation but also the publicist’s relationship with the media outlet. A tarnished reputation in the media world can be difficult to repair, and your publicist relies on these relationships to secure future opportunities.
Be Responsive: The Importance of Timely Communication
Media requests often come with tight turnarounds, sometimes requiring a response within 24 hours or less. While it’s understandable that business leaders have busy schedules, responsiveness is crucial when working with a publicist. Even if you can’t meet the request, a quick reply acknowledging the inquiry is far better than no response at all. This level of professionalism not only strengthens your relationship with the media but also shows respect for your publicist’s efforts. Media relations are built on communication and trust, and a delayed response can jeopardize both.
Keep Them in the Loop
A publicist serves as a conduit between an organization and the media, and for them to effectively do their job, they must know what is going on with the organization. It’s important to keep them informed on changes, upcoming events or announcements, or even brewing crises so that the publicist can handle interactions with the media appropriately. The worst situation for a publicist to be in is to speak with a reporter and be blindsided by information - this makes them an invaluable resource (because they don’t have critical information) and more importantly, it provides no opportunity for the publicist to prepare a strategic response.
Respect Relationships: Publicist-Media Dynamics
When you hire a publicist, you are leveraging the crucial media relationships they have cultivated for your benefit. Beyond ensuring you meet deadlines, it’s essential to respect this dynamic by honoring opportunities and requests that come your way. Avoid asking to be connected directly with a reporter, as this undermines the publicist’s role and can appear unprofessional. Trust in the publicist’s expertise and allow them to manage the relationship on your behalf.
Avoid Micromanagement: Trust Your Publicist’s Expertise
One of the quickest ways to derail a PR campaign is through micromanagement. Expecting to review every email, controlling who the publicist pitches, or approving every media list can stifle creativity and hinder success. Remember that you may be the expert on your business and industry, but your publicist is the expert in navigating the media landscape and implementing a strategy that drives the specific results you desire. You’re bringing in their expertise, and a successful PR campaign requires trust in their process. If there are specific facts or language you want communicated, provide this information upfront. Then, step back and allow your publicist the freedom to lead and execute their strategy. Providing them with the space they need to leverage their skill set, as well as to explore and adapt the campaign creatively based on feedback or media interest, will strengthen your campaign’s potential.
Conclusion
Working with a publicist is a collaborative effort that requires mutual respect, trust, and timely communication. By adhering to deadlines, being responsive, respecting relationships and trusting your publicist’s expertise, you set the stage for a successful PR campaign. Remember, the better you work with your publicist, the better the results will be.