Function

• Publicists are tasked with generating media coverage for their employers or clients. They look for opportunities to promote their companies or their clients' businesses through print, broadcast and online media outlets.
  
  

Types

• There are opportunities for publicists to work as corporate publicists. Those who work in this capacity are typically part of the marketing or public relations department for large companies. They are responsible for publicity specific to their employer. Public relations firms hire publicists who are assigned to publicize the products, services and activities of particular clients. They are responsible for working with several clients, as well as coordinating their activities with other members of their firms' account services team. Experienced publicists often go into business for themselves, forming their own publicity firms or working with companies on a consulting basis.
  
  

Significance

• Publicists play an integral role in the overall public relations and marketing efforts of their companies or clients. Their efforts are essential for establishing and maintaining a positive image, increasing visibility online and in the traditional media, and for spreading the word about company or client products and services.
  
  

Benefits

• Modern businesses understand the necessity of finding affordable and effective ways to market their products and services. With the rising costs of traditional advertising and the increase in importance of online publicity, more and more businesses are hiring publicists. Because organizations are increasingly recognizing the importance of publicity as part of their marketing plans, there are increasing opportunities for employment in this field.
  
  

Considerations

• Organizations that work with publicists frequently look for verification that the investment they are making in this type of PR is truly beneficial to their organizations. Publicists need to keep track of the coverage they generate on behalf of their clients for measuring return on investment.
  
  

Misconceptions

• A common misconception about publicists is that they spend their time going back and forth among parties and special events, spending most of their time socializing rather than actually working. While attending promotional events is an important part of the work of publicists, there is much more to doing this type of work. Being successful as a publicist requires creativity, writing skills, the ability to identify and follow through with promotional opportunities, dedication to cultivating relationships with members of the media, and more.