What do publicists actually do?
There are lots of different publicists, but for the most part — we, (I), pursue “organic” press opportunities. This means that I don’t pursue paid Ads and instead rely on my relationships with media contacts & my 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 I 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 I do on a day-to-day basis is below.
Understanding the Client
The first step in my process is getting to know my client, well! This involves more than just understanding their products or services; it’s about grasping their values, mission, and unique story. I spend a lot of time with my clients during our kickoff call to truly immerse myself in their brand. This helps me uncover the narratives that are not only newsworthy, but align with the true essence of their overall vibe.
Crafting + Pitching story angles
Once I have a deep understanding of my 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, I aim to create pitches that WOWs my media contacts AND secures meaningful press features in the process.
Something I take pride in is quality press over quantity. Rather than blasting out press releases into the void (which I don’t recommend doing) I mindfully connect with journalists and media outlets that are a best fit for my client & the story angle I’m offering to place.
Coordinating Interviews and Media Opportunities
This is my favorite part of the job and where the real action happens! Once a writer, editor, or producer show interest in a pitch, I shift my role to coordinating the opportunity and ensuring that everything goes smoothly. I am the liaison for the media contact and my client. I coordinate interviews, provide additional info or resources as needed, and help my 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.
