When it comes to hiring a PR agency, it is not just about clients researching agencies. It’s also important for publicists to research clients. As a PR agency, we continually look at our clients' reputation both online and offline. This is to ensure that when we are pitching clients they are represented in the best light and there are no surprises around the corner. 

At the end of the day, your publicist’s name is on the line. It’s also their reputation that can be jeopardized if a client lacks integrity. Therefore they will do their due diligence to protect their reputation along with their clients. Now some might say it’s out of the scope of work for a publicist but these days it’s a must-do. 

In the age of digital technology news gets spread very quickly and the publicists who are prepared will know how to best handle crises. We’re all humans and make mistakes but some hardline rules can’t be ignored. 

If you’re wondering what publicist look for here they are: 

Online Integrity and Behavior 

How are clients connecting with the public? Without an audience, there’s no brand or business. The way clients connect with their audience is a tell. How they handle confrontations and disagreements online is another thing to pay attention to. 

Photos 

Photographs are critical pieces of proof. If your client isn’t acting with integrity and once those photos are circulated it becomes hard to take them back. Taking photos with other people is a must but make sure clients are aware of photo etiquette. The last thing you need is when your client has success in their careers that questionable old photos resurface. Clients who are in the public light such as actors or actresses need to be extra careful about how they pose for photos. One wrong pose can send a flurry of press storms or even end careers. 

Bad Press 

Part of reputation management is looking to see if your client has any previous bad press or any pending bad press. Publicists should regularly check to make sure their clients’ reputations are in tack. 

Verbal Skills 

We want to know that if we get our clients in front of the camera, they will be able to eloquently speak. If your client isn’t a great public speaker then you want to consider looking into a speaking coach for your client. 

SEO and Google 

Today everything is Google-able. Part of making sure your client stays relevant is to Google them. Make sure features or online interviews are writing with SEO in mind so you can maximize your client’s exposure. 

Some might say this is going overboard for a publicist but this is exactly what differentiates a great publicist from a mediocre publicist. There are plenty of publicists out there in the world but how closely they pay attention to detail is crucial. Just because you get a publicist who will charge you a very low retainer each month doesn’t mean you will get quality work. Great publicists are expensive for a reason. 

Lastly, from the client-side, you have to be mindful of your publicist. Make sure you ask yourself does your behavior or actions affect your publicist. They are putting their name out there to vouch for yours. It’s not just their reputation you could jeopardize but also their relationships.