What Is a Publicist? How to Know If You Need One

Public perception can make or break a brand. Whether you're an entrepreneur, influencer, or business owner, the way you're seen in the media can shape opportunities, credibility and long-term success. That’s where a publicist comes in.

A publicist is more than just a media liaison—they are strategists, reputation managers and storytellers who help brands secure press coverage, manage crises and build public awareness. But do you actually need one? Let’s break down what publicists do, how they work, and whether hiring one is the right move for your brand.

What Does a Publicist Do?

A publicist’s job is to shape and control the public narrative around a person, brand or company. This includes securing media coverage, crafting messaging, and managing both positive publicity and potential crises.

Key responsibilities include:

• Media Relations – Pitching stories, coordinating interviews and maintaining relationships with journalists.

• Crisis Management – Handling reputation-damaging situations and ensuring the right messaging is delivered.

• Brand Positioning – Crafting a unique narrative that differentiates a brand from its competitors.

• Content Creation – Writing press releases, op-eds and media statements.

• Event Promotion – Generating buzz for product launches, red-carpet events and brand activations.

• Social Media Strategy – Aligning public messaging with digital presence.

  
  

Publicists work behind the scenes to ensure their clients remain relevant, respected and strategically placed in the media landscape.

Signs You Might Need a Publicist

Not every brand or individual needs a publicist, but certain scenarios make PR an essential investment.

1. You’re Launching a New Business, Product, or Service

If you’re introducing something new to the market, visibility is crucial. A publicist can generate media coverage, secure influencer partnerships and position your launch for maximum exposure.

2. Your Brand Lacks Media Presence

If your competitors are featured in industry publications and you’re not, you’re missing out on valuable credibility. A publicist helps build media relationships and gets your name in the right outlets.

3. You’re Struggling with Brand Awareness

If people don’t know who you are or what you offer, PR can help you establish a stronger presence. A publicist crafts compelling stories that make your brand newsworthy.

4. You Need Help with Crisis Management

Reputation issues—whether a bad review, legal dispute, or public controversy—require swift and strategic handling. A publicist knows how to mitigate damage and control the narrative.

5. You Want to Be Seen as an Industry Expert

If you’re an entrepreneur, CEO, or thought leader, PR can position you as an authority in your field. Publicists help secure guest articles, podcast interviews and speaking engagements.

6. You’re Expanding into a New Market

Breaking into a new location or industry requires local and national media attention. A publicist can tailor strategies to ensure your brand is introduced effectively.

The Difference Between a Publicist and a Marketing Agency

Public relations and marketing often overlap, but they serve different purposes. Marketing focuses on direct sales through advertising and promotions, while PR focuses on credibility and brand awareness through earned media.

Publicists secure editorial coverage in news outlets, while marketing agencies manage paid advertising and promotional campaigns. Both are valuable, but if your goal is reputation-building and media exposure, a publicist is the better choice.

Do You Need a Publicist?

If you’re looking to elevate your brand, establish credibility, or navigate the media landscape, hiring a publicist can be a game-changer. PR is an investment, but the right strategy can lead to long-term brand recognition, business growth and industry authority.

If you're ready to take your brand to the next level, let’s talk.