Why Clients Must Listen to Their Publicist

A publicist can guide their client throughout their PR campaign.

In the fast-paced and often high-stakes world of public relations, the relationship between a client and their publicist is paramount. While clients are experts in their own field, they often hire a publicist to navigate the complexities of media, public perception, and brand messaging. It may seem obvious, but a crucial element of this partnership, and one that is frequently overlooked, is the client's responsibility to truly listen to their publicist.

Publicists are more than just press release writers or event planners; they are strategic advisors, media gatekeepers, and reputation managers. They spend their careers building relationships with journalists, understanding the ever-shifting media landscape, and anticipating public sentiment. When a publicist offers advice, it's not a suggestion—it's a recommendation based on a wealth of experience and knowledge.

Here’s why a client must listen to their publicist:

1.     They are Your Brand’s Compass. A publicist's primary role is to guide your brand through the public sphere safely and effectively. They help you define your message, identify your target audience, and choose the right platforms to communicate your story. Ignoring their advice can lead to a message that is off-brand, confusing, or, worse, damaging. For example, a publicist might advise against a specific social media post because they anticipate a negative backlash, or they might recommend a particular interview opportunity that aligns perfectly with your brand's values. Listening to their direction ensures you stay on course.

2.     They are the Experts in a Specialized Field. Just as you are an expert in your own industry, a publicist is an expert in theirs. The media world has its own set of rules, protocols, and best practices. Journalists have deadlines, specific beats, and a low tolerance for being pitched irrelevant stories. A publicist knows how to navigate these nuances. They know which reporter to pitch, when to follow up (and when not to), and how to frame a story to make it newsworthy. Not listening to their expertise is like telling your doctor you know a better way to perform a surgery—it’s a recipe for disaster.

3.     They Protect Your Reputation. Reputation is a client's most valuable asset. A publicist's job is to build, maintain, and, in times of crisis, protect that reputation. In a crisis, their guidance is non-negotiable. They will advise on what to say, what not to say, and how to say it to minimize damage and restore public trust. Ignoring their counsel in a crisis can escalate a manageable situation into a full-blown catastrophe. They have a pre-planned strategy for these moments, and your adherence to it is the only way to ensure the best possible outcome.

4.     They See the Bigger Picture. Clients are often too close to their own business or project to see it from an external perspective. They may be passionate about a certain detail or a personal opinion that a publicist knows is not relevant or interesting to the media or the public. Publicists provide an objective, third-party viewpoint. They can help you step back and see your brand from the consumer's or journalist's perspective, ensuring your message resonates with the intended audience.

5.     They Are Your Partner, Not Just a Vendor. The most successful client-publicist relationships are built on trust and mutual respect. When a client listens to their publicist, it demonstrates that they trust their judgment and value their expertise. This creates a stronger partnership and encourages the publicist to become even more invested in the client's success. This collaboration leads to more creative campaigns, more effective media outreach, and ultimately, better results.

In the complex and competitive landscape of public relations, a client's ability to pay attention and truly listen to their publicist is not just a courtesy—it's a critical component of success. A publicist is an invaluable partner who offers strategic direction, specialized expertise, and an objective viewpoint. By heeding their advice, a client can effectively build their brand, protect their reputation, and achieve their business goals. Ignoring their counsel, however, can lead to missed opportunities, damaged reputation, and a failed public relations strategy.

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