Do I Really Need a Publicist?

Are you hesitating about hiring a publicist or, if you haveone, do you stop before writing that final zero on the monthlycheck, and think "I can do that myself." Suuure, you can!

But just to be certain, take this little test. Imagineyou have a three-year-old and the best preschool in the cityjust turned down your little genius. Do you think you couldsit across from the school's director and listen, dispas-sionately and objectively, as she tells you exactly why shewouldn't take the kid if he came attached to a million-dollarbequest! Not so sure anymore, are you?

That's exactly what a publicist has to do sometimes and worse.That's what I've done when a journalist or a televisionproducer chews me out for even thinking they might be interestedin my client. And then I have to listen while they ask why I'm even representing this client and do I really think I can doanything for them? Well, yes, actually I do.

And after you've been chewed out, you can't say what you'd like to, that the producer is such an idiot he wouldn't recognize astory if Bush's daughter eloped with the handyman! No, you haveto sit there and laugh or if on the phone, count to ten and think of another idea to pitch.

You see, you must be thick skinned and not take it personallywhen you're rejected. And a publicist if rejected more oftenthan Cinderella was rejected by her stepmother.Publicizing yourself is like the lawyer representing himselfand having a fool for a client or the doctor operating on afamily member. It can't be done, or at least it shouldn'tbe done.

When you represent yourself, you can't possibly be objective.You are so emotional that you can't think clearly and you'rebound to say the wrong thing and make the wrong personangry. And anyone who can ever help you in any way at anytime is definitely the wrong person. You see, just becausethe reporter says no now doesn't mean he will say no fourmonths from now. It's entirely possible that a few monthsfrom now he will call you...but not if you bawled him outwhen he said no.

A publicist, if he or she is good, knows when to back off andreturn to fight another day. When I'm turned down, of courseit hurts. Especially if I think my client is so terrific that I can't understand why everyone else doesn't agree withme.

Actually, there's a lot to be said for a publicist retainingthe mentality of a hired gun. That way you're more objective,thinking clearly and better able to help yourclient. That way, when a producer says no, I can take itbecause he's not turning me down, he's turning down my client.

There's something else to consider. Many people in the mediaprefer not to work with anyone who does not have a publicistfor the reasons I've just mentioned. It's easier for them.Publicists are more professional, know what journalists wantand a good publicist is like a supermarket--one-stop shopping.Everything the journalist needs is right there.

Dealing directly with a restaurant or other business meansrunning up against hurt feelings, unreasonable expectations("you mean I won't be on the cover and get four insidepages?") and not getting requested information timely.Like many publicists, I work with many different businessesincluding many restaurants. A very dear friend who is in aposition to throw a lot of business to my restaurant-clientstells me she will only work with a restaurant that has apublicist. Why? Because it's just easier.

Another point to consider is, are you sure you want to gointo the publicity business? When you represent yourself,in effect that's what you're doing. And believe me, thepublicity business is not easy and it can't be done in yourspare time.

If, having read this, you still think you can do it yourself,try it. It's very possible that, now knowing the pitfalls,you will be successful. I've had clients who were terrificat publicizing themselves.

Miriam Silverberg is founder and owner of Miriam SilverbergAssociates, a publicity firm in New York City with extensiveexperience working with restaurants, authors, doctors, fashionand beauty industries and the arts and cultural groups such asNew York City Ballet.