11 Feb 2010

So… What is Public Relations and What Makes a Good Publicist? Tips from NYC Boutique PR Firm

Many clients, I have worked with KNOW they need to hire a PR firm, but many are not sure why or how it even works?

Here, Jane Lerman- Founder of L.E.R. Public Relations, a luxury fashion, beauty, lifestyle and travel PR firm in NYC & LA – breaks down the key things to consider when deciding to take your business to the next level via PR and HOW to find the perfect publicist or PR firm!

Public Relations (PR) is the art of communicating a brand’s (can be an individual, a business, or a product) messaging with their target demographic via numerous media streams. A publicist’s job is to identify a distinguishing factor in their clients that makes them stand out from their competitors, working with the brand to create a cohesive and consistent identity or image that they can create newsworthy stories around that journalists want to write write about or broadcast and the public WANTS to hear.

A truly talented publicist knows exactly what demographic each journalist is creating content for, and can work in a perfect story that they can feature which the readers or viewers are excited to hear.

What makes a good publicist?

Good publicists can be seen as “image doctors,” that create the image of their client that their demographic wants to see, and then broadcasts this image to the public through mass media. PR starts at the root, and what many businesses do not understand is that a publicist not only talks to the media on their behalf, but they also provide great insight into how to brand a client so that they are instantly more appealing to the demographic- i.e. work with the branding team to make sure the logo and collateral materials all reflect the image that the public would be most reactive to (this is especially true for new businesses).


When hiring a publicist there are many qualities a brand needs to look for that besides “being social and like-able,” include:

  • Exceptional writing skills– when communicating your messages with people that write for a living -the journalists- those press releases and pitches better ALWAYS be spic and span
  • Highly creative– journalists get 100’s of emails a day, so mass mailing of a press release in order to get their attention simply won’t do
  • Highly organized– with 1000’s of journalist contacts to keep track of, a publicist needs to know exactly who they are communicating with and when
  • Excellent taste– in order to create the perfect image for a client, a publicist needs to have great taste and visual talents to make sure the physical image reflects the whole concept of the campaign

Keep these things in mind when hiring a publicist and if all the qualities are there- you are guaranteed to get great results in mass promotion of your business that can truly take your business to the next level!

For more info on our clients & services, check out: LERPR.com

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