Working With Publicists: What Journalists Need To Know

If you’re starting off as a culture journalist, you will soon be acquainted with the world of PR. Whether you want to profile a visual artist, musician, author, or actor, chances are you will need to get through their publicist to book an interview. This process may initially seem a tad intimidating. However, it doesn’t have to be.

We spoke to some seasoned culture journalists to get insight on some best practices for interacting with publicists. 

Don’t Take It Personally 

As a writer, you’re well-aware that this job comes with a ton of rejection. But when you start communicating with publicists, you may feel surprised about how difficult it can be to book an interview with talent. Erica Campbell, a music editor at Paper Magazine, notes that it’s not personal at all.

“You don’t know if there’s a strategic reason that they’re not responding to you or they’re not interested in that interview at that time,” she says. 

In other words, publicists usually have a game plan for their clients — it may just be that they are being more selective about who they are speaking to. 

It can take a while to land that big interview. 

Form A Good Rapport and Communicate Well 

Sometimes, with digital communication, messages can be a bit too crass and impersonal. Especially if you’re planning on exploring culture journalism as your beat, you will want to establish some friendly rapport with these publicists. Plus, think about how you’d feel if the shoe was on the other foot — Does anyone like a snappy email? 

Bridgette Redman, an entertainment journalist, recommends that you “don’t just be transactional” because “once you do form the relationship” publicists are “more likely to come to you with story ideas.” 

Little things like starting your email with an enthusiastic greeting, expressing gratitude, and not assuming that they are available 24/7 may go a long way in establishing rapport. 

Keep It Brief

Kristen Lopez, a critic who has written for The Wrap and Variety, recommends keeping it “concise” when you reach out to publicists. Basically, stick to the essentials. She recommends: “tell somebody who you are, what you’re looking for, who you’re working with [and] what you want, how much time [you need for the interview], and what your deadline is.”

Ilana Masad, a writer who interviews authors and reviews books, says that in addition to telling publicists the outlet she’s working for, she tells them the timespan in which she’s looking to book an interview with their client.  

Research

Everyone makes typos. But when communicating with publicists, it’s crucial that you’re extra careful and do your due diligence. Lopez recommends checking if you spelled their client’s name correctly. Other things to keep in mind: does this publicist cover the person you’re seeking an interview with, release dates, and availability. 

Communicate Boundaries

Now that our smartphones have become our work devices, the boundaries between business and personal are blurred. That being said, there are ways to manage and compartmentalize. Lopez recommends that you “make the boundaries that you want” like telling publicists that you prefer communicating via email, instead of the phone.

“That way you’re not being inundated with work stuff, all day every day,” she says. 

“You don’t have to answer immediately” and “you don’t have to answer everything,” Campbell notes. 

“Everyone’s doing their best and doing their jobs to keep this industry going,” she adds.

You Don’t Need To Send Questions Beforehand 

A publicist may ask about the scope of your coverage — what topics you will be asking about — prior to your interview. This is where things could get a tad tricky, and your interests may not completely align. As a journalist, your job is to write a newsworthy story. On the other hand, publicists are concerned with making their clients look as good as possible and promoting a cultural product (movie, book, album). Lopez says that when a publicist asks what you will be talking about, you shouldn’t be “afraid to keep it vague” and just send over a list of topics. 

For instance, let’s say you’re interviewing a movie star. Their publicist may ask you for the questions in advance (maybe they are trying to screen coverage, or just trying to prepare their client). Instead of sending over your 10 questions to the publicist, you can just send a list of general things you will be touching upon: personal life, memorable moments from filming, future projects. That way, the client is prepared but there is still a sense of spontaneity — and magic — to the interview. 

Be prepared for some pushback throughout the process and to engage in some negotiation. Don’t be afraid to ask for a little more time for your interview, the worst that could happen is that they say no. 

Issuing A Correction vs. Changing an Answer

After the piece is published, the publicist may reach out to issue a correction. Campbell says to consider whether these proposed changes are “adding to the article” or “pandering to somebody who wants me to basically create a PR piece for an artist.”  

“You still have to maintain a sense of integrity and be able to write what you want to write without feeling like you’re being guided by somebody else’s intention,” Campbell says. 

Drastically changing a quote, for example, isn’t part of your job as a journalist. On the other hand, fixing things like typos, inaccurate information, or adding some clarifying follow-up, is totally fair game. 

Communicate Your Tastes

After you’ve published a few pieces, you may start getting emails from publicists pitching their clients for coverage. Congrats — you’ve made it! However, these emails aren’t always what you’re looking for. Chances are that publicists are casting a wide net. 

Masad recommends articulating to a publicist your specific tastes and what you’re looking to cover. 

For instance, in her email signature, she includes what types of books she’s seeking to cover.

“Some people actually find it very helpful,” she notes. 

“Part of what builds a relationship with a publicist is that they pay attention to who you are and what kind of books you work with and you, over time, pay attention also to who they are and what kind of books they work with,” she says.

This applies to whatever specific beat you’re covering whether it’s films, books, or TV shows.  

Though you may not always get a response, telling publicists that you will be passing on a particular idea but are open to another genre of content, could lead to more opportunities in the future.