What are the benefits and challenges of working with a publicity agency?

My clients are authors and speakers, many of whom have coaching, consulting, psychotherapy or medical practices as their "day job." The books and speeches are meant to drive revenue. There are ~48 million books on Amazon today. Most are failing to sell, because the public doesn't know they exist. As they fail, Amazon will quietly move them to the back of the algorithm. Whether I've sold a client's book to Simon and Schuster, Penguin Random House or any other publisher, I ALWAYS encourage them to hire a good publicist for at least 2 months pre-release and 4 months post. That's the golden time for book promotion. That's the ONLY way to attract attention to yourself among the 48 million books out there.

Working with a public relations (PR) agency is like having a skilled event planner for your party. The benefits include professional coordination, access to a network of influencers (guest list magic), and expertise in creating buzz. However, like any big event, challenges may arise – miscommunication is like a hiccup in the playlist, and aligning visions can be as tricky as coordinating different dance styles. Choose the right agency, and it's like having a top-notch party planner who ensures your brand celebration is a hit!

The primary benefits are the enhanced visibility and innovation they bring to your brand through their ongoing expertise. It’s essential to choose an agency that aligns well with your values for the best synergy.

Teaming up with a publicity agency can be a game-changer—think of them as your brand’s personal hype squad, armed with expertise, killer media connections, and a knack for storytelling. They save you time and effort, turning your PR dreams into reality while you kick back and sip your favorite beverage. But beware: it can get pricey, and if you’re not on the same page, your brand’s vibe might get lost in translation. So, choose wisely and keep the convo flowing to ensure your story gets the spotlight it deserves!

A challenge I have seen with emerging agencies is their employees have no actual PR background. Inquire about the publicist on your project. Ask to see some examples of their earned media and make sure it aligns with you. If not, request someone else.

I've been on both sides. Agencies might be up against a client that has unrealistic expectations for coverage coupled with a misunderstanding of how media works, which makes it tricky for the agency to show any measurable success. On the client side, I've found that many agencies aren't as engaged with updating the client on weekly activities and other methods that hold themselves accountable. I've been a client where the agency isn't leading calls or updating us on progress for the account or not taking into account feedback from the client.

Collaborating with a publicity agency can sometimes feel like choreographing a dance with different partners. Challenges may arise in terms of misalignment of goals – it's akin to having dancers out of sync. Communication hurdles may pop up, causing a discordant note in the overall melody of your campaign. Balancing expectations can be as tricky as managing diverse personalities at a party. It's crucial to address these challenges head-on, ensuring everyone is on the same page and dancing to the same beat for a harmonious PR performance.

While a publicity agency can elevate your brand, there are a few bumps on the road to stardom that you should keep in mind. First off, finding the right agency is like dating—there’s a lot of trial and error involved. Not every agency will vibe with your industry, niche, or goals, so you’ll need to do some serious digging to find one that gets your vision and values. Then there's the expectation management piece. Let’s be real: hiring a publicity agency won’t magically catapult you to fame overnight. Set realistic, measurable goals and keep the lines of communication wide open. Trust their expertise, but also be ready to listen and adapt to their feedback. After all, teamwork makes the dream work!

Publicity agencies have many clients, which is why we coach our speakers to create 3 specific television segment pitches, to help the publicity agency pitch them to producers. One show or popular podcast can amplify a brand whether you’re an author, speaker or entrepreneur! A show or a podcast, adds credibility. But the ones on our speakers bureau who win the big shows, are actively involved in promoting themselves and the topics they can speak on. If it’s for a Mother’s Day news show, for example; pitch a segment that can be sent to major networks on working moms and leadership tools that help busy moms at work and in parenting. Consider the holidays six months ahead and pitch theme specific interview segments!

Working with an agency is like co-hosting a dynamic duet – establish clear communication channels from the get-go. Think of it as sharing the stage; articulate your expectations and listen to their expertise. It's a collaborative dance, so be open to new moves and ideas. Just like a well-rehearsed performance, regular check-ins ensure everyone stays in sync. Treat it like a partnership, not a one-person show, and you'll create a PR symphony that resonates with your audience.

Prior to hiring, have more than just a video conference call with agencies. They might be good on paper or behind the comfort of a laptop screen, but nothing replaces interaction IRL. You might not get along or work well with the intended team. If they want the business they will come to you for a meeting. I'd even argue this is more important than references. References have never helped me make a hiring decision for an agency because they are inherently biased.