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How to Work With Your Publicist?

By Jana La Sorte
August 4, 2006
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This is the 6th column in the series. My goal is to assist independent artists in understanding how the media works and how best to work with the media to achieve the desired result: coverage! Please let me know if this information is helpful and if there is anything in particular you would like me to cover.

Make sure you and your publicist are "on the same page" in terms of goals, expectations and measurement of performance.
Provide your publicist with all important background information from your past experiences: awards, touring, press clips, significant radio and tv appearances, partnerships or sponsorships you have, etc.
Work with your publicist on finalizing the press kit materials so you feel they represent your style, personality and experiences as best they can.
Be timely in responding to your publicist with approval on materials, interview availability, contact information, etc.
Pay your publicist promptly per the schedule you both agreed to.
Provide your publicist with your tour dates and other professional activities as early as possible.
Do not make assumptions—ask questions if you do not know what is happening or why, etc.
Be a strategic partner to your publicist—realize your relationship requires that both of you constantly inform the other in order to best find and convert opportunities for coverage.
Understand the limitations of a publicist in that a publicist can only present information and work to persuade writers and editors to write a piece. A publicist can not write or publish the piece itself.
Think of publicity like baseball—your publicist is pinch-hitting for you. (S)he wants to hit a home run for you, but has to take a lot of swings before it might happen.

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