How to Find Your First Publicist, What They Actually Do, and What to Do When You Can’t Afford One Yet
What publicists really do, when to hire one, and how to approach the decision strategically
👋 Hey, I’m Christine. I’m an award-winning actress, industry consultant, and entertainment insider with decades of experience in global film, TV, and theater. My work has been featured by major networks like HBO, Disney, and Ubisoft, and I’ve built a career helping actors gain visibility, land roles, and position themselves for long-term success.
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Finding a publicist is not about luck. It’s about research, timing, and understanding what you’re actually paying for. Most actors don’t fail at publicity because they’re untalented or uninteresting. They fail because they don’t understand how the system works, what’s realistic to expect, or when it even makes sense to bring a publicist into the picture.
The first thing to understand is that publicists don’t magically create interest. They amplify what already exists. They can write a strong press release, pitch it to outlets, follow up relentlessly, and advocate for you, but they cannot force journalists to care. Media coverage is always at the discretion of the outlet. That part is completely out of anyone’s control.
This is why working with a publicist is, in many ways, a calculated risk. You could land several interviews in a month, one interview, or none at all. That doesn’t automatically mean the publicist failed. Sometimes the project simply isn’t compelling enough to the press at that moment. I’ve personally experienced campaigns where only one interview materialized in a given month, and it had nothing to do with the publicist’s effort or my performance. The project itself just didn’t spark interest with the outlets it was pitched to. That happens more often than people admit.
Another factor actors should understand is that some highly established publicists maintain exceptionally strong relationships with major media outlets. In the right circumstances and with the right project momentum, that level of access can accelerate visibility in a meaningful way. This is why careful research and alignment matter.
I’ve been fortunate to build strong working relationships with highly respected publicists in both the Canadian and Middle Eastern markets. That level of trust and strategic alignment makes a meaningful difference. Like the relationship with an agent or manager, the publicist partnership works best when there is clear communication, mutual respect, and a shared understanding of long-term positioning.
At the highest levels of the industry, these are often the firms that represent major celebrities, and their monthly retainers reflect that level of access. They can be significantly more costly and are not always necessary, or strategically appropriate, for every stage of an actor’s career.