Buzz, Balls & Hype : Picking a Publicist

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May 01, 2006

Picking a Publicist

Pari Noskin Taichert has been kind enough to allow me to post her latest article on PR here at BB&H. It’s something every author needs to read. And every agent needs to send to every authors.

When to use a PR Pro & how to hire one by Pari Noskin Taichert

Ah, the wonders of self-promotion. Web-logs and websites, books and articles – all try to give the keys to getting attention in this over-mediaized (well, it should be a word) marketplace.

I think just about every author who has to be aware of PR – and that’s most of us – fantasizes about hiring someone to take up the slack – or to put him or her on the NYT Bestselling list.

IMHO everyone can be effective PR pros without hiring others to do the work for them. That said, there are times and reasons to hire outsiders:
A. You’ve got the personality of an eggplant.
B. You’ve got a family emergency.
C. You’re working under a harsh deadline for book #19.
D. You absolutely hate “bragging” about your work (Oh, come on! I despise this excuse because it’s such a cop-out. There’s a difference between telling people about your work and hyperbole.)
E. You’re already overwhelmed and can’t devote energy to create strong public relations plans or campaigns.
F. You don’t know what the hell you’re doing and don’t want to learn.

In these cases, investing in a credible PR pro might help.

Ask yourself these questions when interviewing a consultant.
1. Does this person listen to me and really answer my questions? You need someone who understands your needs and won’t produce generic work for you.

2. Will I feel comfortable disclosing confidential information to her? If the vibe isn’t right, go no further. In times of crisis, media frenzy and strategic planning – you need to be able to (and should expect to) bare your soul to this trusted colleague.

3. Do I like this person? If you don’t have an automatic positive response, I’d bid the applicant adieu. There are other PR pros out there.

4. Does she have a true big-picture approach? Avoid people who only talk about getting publicity. Reminder: publicity is free news coverage. Your PR campaign should be multi-faceted and mindful of short-and long-term goals.

5. Can he communicate and write effectively? Ask for samples and assess them critically. A biggie is making sure the writing is clear and compelling, not florid and self-impressed. You also might want to look at different kinds of writing: press release, web writing, article writing.

6. Does she have a creative spark? I’ve met PR folks who bore me to death. Their work tends to have the same flaw.

7. Does he have useful media/business contacts for me? My theory is that strong local and regional contacts pay off better in the long run than national ones – unless, of course, we’re talking about real hits such as a multi-minute interview on a major television or radio show, or a feature article in an appropriate magazine/newspaper.

8. Can she do the job? Get real references from authors you respect. If the candidate doesn’t have a track record, make sure her writing, verbal communication and creative skills are top-notch.

9. Is he the person I’ll work with or will I be shunted to someone else in the agency? If you’re considering an agency, look at this possibility seriously. Some agencies have you interview with a high-powered performer and then hand your account to a less experienced (maybe better) worker for the nitty gritty stuff.

10. Does she have a good sense of humor? Okay, okay, this is one of my quirks. But humor, especially in times of immense pressure or stress, is an important asset.

It’s odd. I’ve worked in public relations and marketing for more than 20 years. Still, when I first ventured into the world of self-promotion for my books, I was as naïve as a newborn fool.

If you take the time to ponder these questions, you won’t make the mistakes I made at the beginning of my literary career. But that’s another story . . .

Pari Noskin Taichert is a twice-nominated Agatha Award finalist and author of THE CLOVIS INCIDENT and THE BELEN HITCH. Visit the web-log she shares with six other writers at Murderati.

May 01, 2006 | Permalink

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