One of the biggest decisions you’ll ever make in your business is hiring a publicist. Yes, I know what you’re thinking: Of course you’d say that; you’re the CEO of a PR company. But hear me out.
I truly believe the relationship you have with your publicist is one of the most sacred business relationships that exists. I mean, your publicist is your voice in the world. They are the ones who will share your message with the media and public. So you want to choose that company very carefully.
I want to share with you some of my observations from 17 years of doing this, and what I recommend you consider when looking for the perfect publicist:
1. Consider their philosophy.🤔
This is the first and foremost step, and probably the most important. How do you uncover a PR company’s philosophy? The quickest way is to comb through their website. Does it resonate with you? Do you think you’d be a good match? Who have they represented or who do they currently represent? Are those people and companies in a similar arena as you? Do you have a similar target market?
Consider this: If you’re a mind, body, spirit author or a global nonprofit and you’re evaluating a PR company that typically represents tech startups, you’re probably not a good match. Right? If you share a similar philosophy and it just feels right to you, dig deeper and connect.
At Wasabi Publicity, our approach to business is a little unconventional, and we like it that way. People are often surprised when we connect on the phone and don’t immediately try to sell them something. My intention is to explore if we’re a good fit because we need to love their message as much as they do. I mean, how crazy would it be to hire a publicist who doesn’t share your love and passion for what you’re doing? Do you really want them sharing your story with the media?
2. Look for that indefinable spark. ✨
If you’re like me, you know the chemistry of a relationship is very important. I like to work with people who share my philosophy, work ethic and commitment to serve.
Don’t underestimate the spark. It’s in that indefinable something where you need to trust your intuition. And I believe that only comes from connecting with someone. You may have had that experience where everything looks great on paper, but then you go on your first date, and, well … you get my point.
3. Look at their results. 🕵️♀️
Another quick way to explore whether a PR company is a good fit is their results. Ask them what results they’ve recently produced for clients. This is really where the rubber meets the road. If their results are similar to what you’re looking for, then you know you’re on the right track.
For example, if you’re targeting business markets, have they recently placed in top business media venues? If you want to reach out to women, do they regularly score venues that serve that target audience?
😇 So, when you’re looking for your perfect publicist match, it boils down to three questions:
- Do you have a shared philosophy?
- Is there a spark?
- Do they have a track record of producing the kind of results you’re looking for?
If the answer to all of these questions is yes — BINGO, you have a winner!