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Does Your Publicist Really Get You? (And Why It Matters for Your Success)

  • Jerome Cleary
  • Jun 29
  • 3 min read

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You've hired a publicist, and that's a fantastic step towards getting your message out there. But beyond the press releases and media lists, there's a crucial question: does your publicist truly get you? Do they understand your brand, your voice, your values, and what makes you unique?

If the answer isn't a resounding "yes," then your promotional efforts might be falling flat. A publicist who genuinely understands you isn't just a PR machine; they're an extension of your brand, capable of crafting narratives that resonate authentically.

So, how can you tell if your publicist is truly in tune with who you are and what you stand for? Here are some key indicators:


1. They Speak Your Language (Literally and Figuratively)


Think about your unique voice – the way you communicate, your tone, your preferred vocabulary. Does your publicist's writing, whether it's a pitch, a press release, or even just an email to you, reflect that?

  • Positive Sign: They use language that sounds like you, effortlessly incorporating your key messages and nuances. They understand the "vibe" of your brand.

  • Red Flag: Their communications feel generic or off-brand. They might use jargon you wouldn't, or miss the subtle humor or seriousness that defines your voice.


2. They Ask Insightful Questions (and Listen to the Answers)


A great publicist doesn't just take orders; they delve deep. They're curious about your motivations, your long-term vision, your challenges, and what truly drives you.

  • Positive Sign: They ask open-ended questions that go beyond surface-level information. They want to understand the "why" behind your work and your goals. They actively listen to your responses and build upon them.

  • Red Flag: Their questions are purely transactional ("What's your next project?") or they seem to be ticking boxes without genuine engagement. You feel like they're not truly absorbing what you say.


3. Their Pitches & Messaging Feel Authentic


This is where the rubber meets the road. When your publicist crafts a pitch to a journalist or writes copy for your media kit, does it sound like something you would say or approve?

  • Positive Sign: The pitches are tailored, compelling, and accurately reflect your story, expertise, and unique selling points. They highlight aspects you genuinely care about and want to share.

  • Red Flag: The pitches feel generic, recycled, or miss the mark entirely on what makes you special. You find yourself constantly editing their drafts to align them with your brand.


4. They Anticipate Your Needs & Preferences


A publicist who truly "gets" you can often predict your reactions or understand your unspoken preferences. They know what kind of opportunities you'd be excited about and which ones might not be the right fit.

  • Positive Sign: They bring you opportunities that align perfectly with your values and goals, sometimes before you even articulate them. They understand your comfort levels with different media formats or topics.

  • Red Flag: They consistently present opportunities that are misaligned with your brand or values, showing a lack of understanding of your core identity.


5. They Offer Strategic Advice That Resonates


Beyond just securing placements, a publicist who understands you can offer valuable strategic advice that feels genuinely helpful and aligned with your long-term vision.

  • Positive Sign: Their advice feels tailored to your unique situation and helps you navigate challenges or capitalize on opportunities in a way that feels authentic to you.

  • Red Flag: Their advice feels boilerplate, generic, or contradicts your core values or business model.


6. You Feel Understood and Respected


Ultimately, a strong client-publicist relationship is built on trust and mutual understanding. Do you feel genuinely heard and respected by your publicist?

  • Positive Sign: You feel a sense of camaraderie and partnership. You're confident they have your best interests at heart and are working to elevate your authentic self.

  • Red Flag: You feel misunderstood, dismissed, or like you're constantly having to explain yourself.

The Takeaway:

Your publicist is your advocate to the world. If they don't truly understand who you are, what you stand for, and what makes you unique, their advocacy will be limited. Take the time to assess your relationship. Open communication, clear feedback, and a shared vision are essential. When your publicist gets you, that's when the magic of truly impactful promotion begins.


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