What Makes a Good Publicist? 5 Key Qualities to Look For
- March 3, 2019
- Posted by: Chase Gregory
- Categories: Manufacturing, Marketing, Public Relations
As a seasoned publicist, I’ve seen it all–the good, the bad, and the ugly. In today’s post, I want to share some of the lessons I’ve learned over the years, including the key skills and qualities that make a great publicist. Whether you’re hiring an individual or a team, keep these factors in mind to make sure you’re getting the best possible representation for your company.
Big Picture Thinker
A publicist needs to be able to look at the big picture for your company and find stories that will resonate with editors and reporters. This means constantly combing through other stories and subject lines from similar companies to create unique angles for your company. They should also have experience in journalism, communications, or related fields, as it will make it much easier for them to relate to key editors.
Trust Builder
Gaining the trust of editors, bloggers, or influencers takes time and effort. It’s critical that your publicist knows how to build trust and maintain relationships. Losing any opportunity to gain coverage is a missed opportunity for your company. The best publicists have a track record of building relationships that last, even when coverage is slow to come.
Reliable and Responsive
While a good-looking and outgoing publicist can help grab the attention of editors, it’s their reliability and responsiveness that matter most. Missing an editor’s deadline can mean a lost opportunity for coverage. Don’t be swayed by appearances or charisma. Prioritize reliability and responsiveness when hiring a publicist.
Tradeshow Pro
A great publicist will know how to get editors to stop by your booth at tradeshows and schedule interviews with your executives. They should attend relevant tradeshows to network with editors, observe trends, and learn what stories are important to their audience. This information can be used to create unique pitches and ideas for your company.
Always-On
One of the biggest misconceptions about press releases or pitches is that they need to be perfect. The reality is that timing, luck, and other factors play a major role in whether a story gets picked up or not. A good publicist is always on the lookout for the next idea, story, or pitch for your company. They are constantly working on ways to improve and get more coverage for their clients.
Final Thoughts
To find out if a publicist is any good in your industry, ask for feedback from key editors. Keep these five key qualities in mind when hiring a publicist to represent your company. By finding someone who is a big picture thinker, trust builder, reliable and responsive, a tradeshow pro, and always-on, you’ll be giving your company the best possible chance for success.
If you’re looking to hire a skilled and reliable publicist for your business, Full Scale Marketing can help you connect with the right person. We can guide you through the process of finding and hiring the best PR talent for your needs.