Many people know what a publicist is thanks to fictional characters like Shauna Roberts on “Entourage” and Samantha Jones on “Sex in the City,” but few people know exactly what we do. In very simplistic terms, publicists are there to make you and/or your product famous. Getting your name out there can be an exciting prospect, but when is the right time to procure PR, and do you really need it?
You're Serious About Your Brand, Image
The old adage of ‘all publicity is good publicity’ isn't true these days, and bad publicity can instantly tank a company or career.
When you know for sure you're very serious about your brand and image, hiring a publicist could be beneficial. Although some people are in the industry for a very short period of time, the ones in it for the long haul are laser-focused and want to do well. Hiring a publicist is building your team. It will help you acquire new connections, opportunities and partnerships that you didn't have before to increase brand awareness and give you strategies to be even more successful. Another plus of having a publicist is it will free up a lot of your time, so you can focus on what's important. No longer will you have to try to make connections and pound the pavement for interviews, and you will know who is legit and who isn't.
Standing Out in the Crowd
Whether you are a new or known brand, you need to stand out in the crowd and let people know what makes you different and why they should pay attention to you. Why should a consumer choose your brand over others? There are many companies selling toys, so you need to let the world know why they should buy what you're selling. Branding and marketing can help with these things, and publicists know what works and what doesn't to help elevate your image.
Publicists Need Things to Publicize
After a publicist books you an interview, they will send over notes to the interviewer. Part of what they send is the things you would like to promote. Sure, you can do interviews to get your name out there but there’s only so much you can discuss during an interview if you don't have anything to promote. The same goes for press releases — you need something to promote, and a reputable PR team won't send out a B.S. press release just to put something out there. The press can smell it a mile away and often choose not to run the press release.
Who You Know Is Everything
Who you know is everything, and a good publicist knows everyone and can help you navigate who is worth knowing and establishing relationships with. Experienced publicists know the salespeople, company owners, new and established performers, mainstream and industry writers/press and more. They can help you fix issues with different platforms and can help you network by telling you which events to attend and who you need to meet or introducing you to them.
Taming Social Media
Social media is crucial for adult companies. You can build a worldwide following, but you have to have the right strategy. Many publicists are social media gurus and can help you navigate these treacherous waters, like increasing followers (and not by buying them), knowing what to post to each platform, when to post, what not to post, scheduling, and what to do about haters/trolls. Social media is free advertising, and publicists know how to use it to your advantage.
Damage Control for Fixing Social Media Blunders, Misconceptions and Bad Situations
The old adage of "all publicity is good publicity" isn't true these days, and bad publicity can instantly tank a company or career. Just one nasty Tweet from someone with a few followers could seem like nothing, but it could snowball into 10,000 negative comments across all your platforms. Image is about perception. Even though a perception could be wrong, if it's out there, it could become the reality of how people see your brand. These are just two types of brand crisis that can be fixed with the right PR team behind you. Turning around a situation (or "spinning it" as publicists call it) has to be done the right way with proper strategy and action from the publicist and client, but almost any situation can be repaired. It might even take a complete reinvention, so be prepared.
A Few Sidenotes
There are many reasons to acquire PR, but having the money to be able to pay for it is crucial. Stellar publicists aren't cheap or free. Make sure you have enough money to pay for at least a few months, but if you're really serious, it will be a long-term commitment and a worthwhile investment in your future.
Also, you need to be a team player, meaning you need to pitch in by doing your part like interviews, appearances, approving press releases, etc. If you don't think you have the time to do these things, either make it or don't hire a publicist.
Erika Icon owns The Rub PR and is an industry vet with 15 years of experience. She has worked in many facets of the industry as a DVD buyer, writer for industry publications, and, of course, public relations.
