What Does a Publicist Do? ShapiroPR's Complete Guide to Their Role in Los Angeles Media
- Kelila Shapiro
- Aug 4
- 5 min read
Publicists Matter More Than Ever
What is Public Relations, Really?
Key Responsibilities of a Publicist
Essential Skills Every Publicist Must Have
Types of Publicists: Who Does What
How to Become a Publicist (or Work with the Right One)
Why Relationships Are the Currency of PR
Final Thoughts: Is it Time to Hire a Publicist?
Introduction: Why Publicists Matter More Than Ever?
When media channels are oversaturated with content, visibility is everything. But cutting through the noise doesn’t happen by accident. Whether you're an author, entrepreneur, attorney, wellness expert, or entertainment executive, getting press is less about luck and more about strategy.
Publicists are the quiet force behind major media moments. As Kathleen Schmidt notes in her Substack piece “What You Need to Know About Hiring a Publicist,” the best publicists are not just pitching, they're positioning you for longevity. And as Forbes Books echoes, hiring a publicist isn’t just about press, it’s about "making noise that turns into recognition."
At ShapiroPR, a boutique PR firm based in Los Angeles, we assist thought leaders, creatives, and industry experts in making a breakthrough with carefully crafted PR campaigns. Here’s a thorough, insider guide to what publicists actually do, and why it’s more important than ever.
How to understand the Role of a Publicist?
A publicist is your professional storyteller, reputation strategist, and media gatekeeper. Our role isn’t just to get your name out there and ensure it lands in the right places, for the right reasons, with the right message.
Unlike advertising or direct marketing, public relations depends on editorial credibility, earned media, and third-party validation. It’s about getting journalists, editors, podcast hosts, and industry leaders to share your story, not because they’re paid to, but because it’s truly newsworthy.
At its core, a publicist develops, safeguards, and enhances your public image strategically and sustainably.
What Is Public Relations, Really?
Public relations (PR) is the art and science of building trust between you and your audience. It’s not just about creating buzz; it's about shaping how others perceive you, your work, or your brand.
What does PR include?
Media relations (pitching, press coverage, and interviews)
Thought leadership (bylined articles, op-eds)
Event promotion (product launches, speaking engagements)
Reputation management (proactive and reactive)
Digital PR (social media strategy, SEO visibility)
Strategic consulting (message development and positioning)
In a digital-first landscape like Los Angeles, public relations must now live at the intersection of traditional media and modern platforms. At ShapiroPR, we blend both worlds.
What are the Key Responsibilities of a Publicist?
A seasoned publicist takes on many roles, depending on the client’s goals. At ShapiroPR, our responsibilities usually include:
1) Developing PR Campaign Strategies:
Every campaign starts with research-based positioning to match your goals with what media outlets and audiences truly value. This includes timing, news cycles, and competitor analysis. Everything counts.
2) Writing and Distributing Press Materials:
We craft professional-grade press releases, media alerts, and email pitches to generate interest and media coverage. Our media materials are customized for each outlet and beat (news, lifestyle, entertainment, etc.).
3) Pitching the Media:
Pitching is both an art and a science. We use our media relationships and industry expertise to connect your story with the right journalists, producers, editors, or podcast bookers.
4) Coordinating Press Interviews and Events:
From red carpets to radio interviews, book signings to product reveals, we manage press logistics, run-of-show planning, and media training so you are camera-and quote-ready.
5) Monitoring Reputation and Coverage:
We monitor all earned media and assess sentiment. If a crisis occurs or misinformation spreads, we respond swiftly and strategically with damage control.
6) Crisis Management:
Real publicists know what to do when things go wrong. We provide rapid response plans for negative press, online attacks, or unexpected public scrutiny.
What are the Essential Skills Every Publicist Must Have?
1) Strategic Communication:
It’s not just about what you say, it’s how, when, and where you say it. Great publicists craft key messages that resonate across print, broadcast, and digital platforms.
2) Quick Thinking Under Pressure:
Publicists need to advise clients in real time during crisis scenarios or media interviews. Calm, clear-headed counsel is a must.
3) Creative Campaign Planning:
Press doesn’t happen by luck; it requires creative angles, memorable story hooks, and cultural awareness.
4) Industry Knowledge:
A beauty brand needs different media than a lawyer launching a podcast. Publicists must know what each beat wants, and what stories they’ll actually cover.
What are the Types of Publicists: Who Does What?
Publicists tend to specialize in particular industries or client types. At ShapiroPR, we offer custom strategies for a wide range of clients, including:
1) Entertainment & Influencer Publicists:
Manage press for actors, producers, musicians, YouTubers, and viral creators, pitching premieres, press junkets, and digital campaigns.
2) Author & Book Publicists:
Focus on getting book reviews, author interviews, podcast features, and virtual book tours. This is especially important during launch windows.
3) Expert Publicists (Doctors, Psychologists, Lawyers):
Position clients as go-to experts in national media. Includes placing bylined thought pieces and commentaries in outlets like CNN, Forbes, or The New York Times.
4) Lifestyle, Product & Consumer Goods Publicists:
Specializing in holiday gift guides, product reviews, and influencer seeding across home, fashion, wellness, and tech.
5) Corporate or Executive Publicists:
Work with startups, executives, and founders to generate business press, industry leadership, and funding-related visibility.
Want a custom strategy? Explore our PR Services
How to Become a Publicist (or Choose the Right One)
Thinking about a career in PR or how to hire the right agency? Here’s what matters:
1) Education & Training:
Most publicists have backgrounds in journalism, communications, or media studies. But their real training happens on the job, especially through internships or agency experience.
2) Media and Industry Relationships:
According to Forbes Books, “The right publicist has more than just ideas; they have contacts.” Relationships with media decision-makers are the difference between being ignored and being featured.
3) Proven Results:
Ask for case studies, sample placements, or client testimonials. Reputable firms like ShapiroPR show you what they’ve done because results speak louder than press kits.
Why are Relationships the Currency of PR?
Publicists don’t just pitch stories; they cultivate relationships. With clients, with journalists, with editors, and producers.
As noted in Kathleen Schmidt’s piece: "You’re not just hiring a publicist to send emails. You’re hiring someone who knows how to build a long-term strategy that evolves with you."
At ShapiroPR, we prioritize deep trust with our clients and sustained relationships with the media because reputation is built over time, not overnight.
Final Thoughts: When is it Time to Hire a Publicist?
If your brand, book, business, or personal platform is ready for a broader audience but you’re unsure how to get noticed, it may be time to invest in professional PR.
Hiring a publicist is a strategic decision, not a quick fix. But when done right, the results can change your trajectory.
At ShapiroPR, we specialize in Los Angeles-based publicity campaigns for clients in:
Legal, Medical & Expert PR
Consumer Goods & Lifestyle Products
Entrepreneurs & Business Professionals
Nonprofits & Thought Leaders
Entertainment & Influencer Media
Ready to Build Your Visibility?
Based in Los Angeles, serving clients nationwide. Book a free consultation with ShapiroPR and discover how a boutique PR campaign can elevate your brand.
ShapiroPR
Kelila Shapiro
P: 323-951-9300
Text/Cell: 323-363-1824
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