What do publicists actually do?

There are lots of different publicists, but for the most part — we pursue “organic” press opportunities. This means that we don’t pursue paid Ads and instead rely on our relationships with media contacts & our understanding of newsworthy story angles to secure press features.

This type of media coverage allows audiences to connect with brands on a much deeper level…because it doesn’t. feel. salesy.

People aren’t stupid. We know when we’re being sold to!

The way that we think about organic press is, you get to nurture relationships with your audiences on a mass scale, create a strong brand image, and inspire a positive buying culture as a byproduct of your new brand awareness.

More about what we do on a day-to-day basis is below.

UNDERSTANDING THE CLIENT

The first step in our process is getting to know our client, well! This involves more than just understanding their products or services; it’s about grasping their values, mission, and unique story. We spend a lot of time with our clients during our kickoff call to truly immerse in their brand. This helps us uncover the narratives that are not only newsworthy, but align with the true essence of their overall vibe.

CRAFTING + PITCHING STORY ANGLES

Once we have a deep understanding of our client, the next step is to craft a compelling story angle to “pitch” to magazines, podcasts and/or tv. This isn’t about spinning stories or fabricating the truth. Oh No! It’s about identifying and highlighting their value for the media. Whether it’s an inspiring personal story, a fun take on a trending topic, or a way to highlight their expertise, we aim to create pitches that WOWs our media contacts AND secures meaningful press features in the process.

Something we take pride in is quality press over quantity. Rather than blasting out press releases into the void (which we don’t recommend doing) we mindfully connect with journalists and media outlets that are a best fit for our client & the story angle I’m offering to place.

COORDINATING INTERVIEWS AND MEDIA OPPORTUNITIES

This is our favorite part of the job and where the real action happens! Once a writer, editor, or producer show interest in a pitch, we shift our role to coordinating the opportunity and ensuring that everything goes smoothly. We aim to be the liaison for the media contact and our client. We coordinate interviews, provide additional info or resources as needed, and help our clients prepare for any (high-level) media interactions.

CONCLUSION

Being a publicist that focuses on organic, aka FREE, press is about authenticity, impact — and is absolutely a long-term strategy, but just like the stock market, it compounds exponentially over time.

If you are curious to learn more about how to act as your own publicist and do this for your own brand to secure press coverage, media features and interviews, click here.