When you're ready to assemble your core team, it should include a publicist who will plan, strategize, execute, and create your media profile in publications and beyond. Here are the six best ways to go about finding and securing a quality publicist who will be on the front lines, carefully curating and supporting your image. Go into it understanding that all things are not equal, and a lot of factors play into a band and publicist creating a media profile. This is just a jumping-off point.
Who are some of your favorite or most successful peers or bands you look up to? Do some Google research to find out who is handling their press. That contact info is often listed on their website or on their Facebook page. Or reach out to the band directly and ask who handles their press. Basically, do the work to find out who the publicists are for bands whose press coverage you admire and respect, and see if you can perhaps persuade that publicist to work with you.
If you're impressed with a band's media profile, but you don't have any sort of pre-existing relationship with the band and don't feel like you can just reach out and ask them, you may have to do some more generalized research. Try smart keyword searches, like, "Who is Killswitch Engage's publicist?" or, "Who is Breaking Benjamin's publicist?" and information will turn up. You'll just have to sift through the ether and go from there. Homework – it's not just for high-schoolers!
Don't expect that your first choice of publicist will be available or affordable. Don't assume that he or she will want to take on your project. Come up with multiple options and realistic PR reps or firms to solicit. Don't be like, "Oh, we should totally reach out to U2's publicist." Set your goals reasonably, including budget, and find someone who fits. You want to team up with a publicist who makes sense for your project, and that may take a minute to find. Accept that there will be some legwork completed. By you.
Poll any resources or contacts you have and seek recommendations from them. Word of mouth on good publicists will always travel. Ask bands. Ask friends in bands. Ask local promoters. Ask any local media person you may have a relationship with for some recommendations on solid PR reps. Chances are they'll be able to point you in the proper direction.
If you've secured a manager, listen to the publicist options he or she recommends. Managers often have relationships in place and can leverage them. They also likely have experience working with publicists, and can help select the one who's the best fit for you or your project.
Reach out to a publicist who's local. He or she is (or should be) connected to the media in your region and have relationships along with the same fire in his or her belly. There's nothing wrong with connecting with someone young, hungry, and on your level. You can rise the ranks together, and you both want to prove yourselves, making the relationship mutually beneficial.
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Amy Sciarretto has 20 years of print and online bylines, from Kerrang to Spin.com to Revolver to Bustle, covering music, beauty, and fashion. After 12 years doing radio and publicity at Roadrunner Records, she now fronts Atom Splitter PR, her own boutique PR firm, which has over 30 clients. She also is active in animal charity and rescue.