3 Things You Should Look for in a Publicist/PR Person

So you think you're ready to hire a public relations professional.

Of course, you have already read our previous blog post on the difference between public relations, media relations and publicity so you know what you need. And you also need to know what your goals are...do you want to just get in the news? Why?

Let's assume that you want a publicist, that is, someone whose sole job is to generate news coverage and buzz for you in the form of pitching to reporters.

Here are a few things you should be considering:

1. Is the person a good writer? - Writing press releases and putting together press kits is still a huge part of a publicist's job, although some debate if press releases are still relevant. But even if they don't write a full press release -- for whatever reason -- they still need to be able to put together a decent pitch, therefore effective writing and communication is key.
2. Do they ask questions? - If they take your story at face value, never probing about other angles or about the background of your story, they could potentially miss valuable information -- that could enhance or damage your story.
3. Do they have media contacts  experience? Let me tell you why I eliminated the word "contacts." Yes, it is awesome to have the cell number of the hottest producer on the hottest news show. But this is what I tell people when they ask me about my contacts: Yes, I have some and can always get more. But I'm MOST concerned about whether your story has the meat to stand up on its own, meaning that I can pitch it to a stranger and get coverage not because someone owes me a favor, but because it's a good story. Don't get me wrong; Having contacts is awesome. But if that's all you rely on and that one contact leaves the outlet and your person doesn't have the experience or confidence to pitch your story because it's amazing, you're in trouble.

I love getting input from others on topics like this, so I suggest you also take a look at this list of 7 Tips: What to Look For in a Publicist, which gives some great information.

The moral of the story? Research always goes a long way.

Read more: Before You Pitch: 5 Questions Reporters Will Ask
                    After You Pitch: 3 Things You Should Do