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Author: Miriam Silverberg Article source: http://www.restaurantreport.com/. Used with author's permission.
Are you hesitating about hiring a publicist or, if you have
one, do you stop before writing that final zero on the monthly
check, and think "I can do that myself." Suuure, you can!
But just to be certain, take this little test. Imagine
you have a three-year-old and the best preschool in the city
just turned down your little genius. Do you think you could
sit across from the school's director and listen, dispas-
sionately and objectively, as she tells you exactly why she
wouldn't take the kid if he came attached to a million-dollar
bequest! Not so sure anymore, are you?
That's exactly what a publicist has to do sometimes and worse.
That's what I've done when a journalist or a television
producer chews me out for even thinking they might be interested
in my client. And then I have to listen while they ask why I'm even representing this client and do I really think I can do
anything for them? Well, yes, actually I do.
And after you've been chewed out, you can't say what you'd like to, that the producer is such an idiot he wouldn't recognize a
story if Bush's daughter eloped with the handyman! No, you have
to sit there and laugh or if on the phone, count to ten and
think of another idea to pitch.
You see, you must be thick skinned and not take it personally
when you're rejected. And a publicist if rejected more often
than Cinderella was rejected by her stepmother.
Publicizing yourself is like the lawyer representing himself
and having a fool for a client or the doctor operating on a
family member. It can't be done, or at least it shouldn't
be done.
When you represent yourself, you can't possibly be objective.
You are so emotional that you can't think clearly and you're
bound to say the wrong thing and make the wrong person
angry. And anyone who can ever help you in any way at any
time is definitely the wrong person. You see, just because
the reporter says no now doesn't mean he will say no four
months from now. It's entirely possible that a few months
from now he will call you...but not if you bawled him out
when he said no.
A publicist, if he or she is good, knows when to back off and
return to fight another day. When I'm turned down, of course
it hurts. Especially if I think my client is so terrific that I can't understand why everyone else doesn't agree with
me.
Actually, there's a lot to be said for a publicist retaining
the mentality of a hired gun. That way you're more objective,thinking clearly and better able to help your
client. That way, when a producer says no, I can take it
because he's not turning me down, he's turning down my
client.
There's something else to consider. Many people in the media
prefer not to work with anyone who does not have a publicist
for the reasons I've just mentioned. It's easier for them.
Publicists are more professional, know what journalists want
and a good publicist is like a supermarket--one-stop shopping.Everything the journalist needs is right there.
Dealing directly with a restaurant or other business means
running up against hurt feelings, unreasonable expectations
("you mean I won't be on the cover and get four inside
pages?") and not getting requested information timely.
Like many publicists, I work with many different businesses
including many restaurants. A very dear friend who is in a
position to throw a lot of business to my restaurant-clients
tells me she will only work with a restaurant that has a
publicist. Why? Because it's just easier.
Another point to consider is, are you sure you want to go
into the publicity business? When you represent yourself,
in effect that's what you're doing. And believe me, the
publicity business is not easy and it can't be done in your
spare time.
If, having read this, you still think you can do it yourself,
try it. It's very possible that, now knowing the pitfalls,
you will be successful. I've had clients who were terrific
at publicizing themselves. Miriam Silverberg is founder and owner of Miriam Silverberg
Associates, a publicity firm in New York City with extensive
experience working with restaurants, authors, doctors, fashion
and beauty industries and the arts and cultural groups such as
New York City Ballet.
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