 If you’ve been Googling things like how to hire a publicist, questions to ask a PR agency, or best PR agency for my industry, you’re already on the right track. Publicists can open doors, get your name in front of the right people, and help you grow your visibility in ways that ads alone can’t touch.
But here’s the truth: hiring a publicist is a big decision. You’re choosing someone to represent your brand, pitch your story, and get you media coverage that actually moves the needle. So before you sign a contract, ask these key questions to make sure you’re partnering with the right PR pro. 1. “What’s Your Experience in My Industry?” Public relations isn’t one-size-fits-all. The best PR agency for a fashion brand may not be the best PR agency for a tech startup or an indie musician. You want someone who understands your industry, your audience, and your media landscape. 💡 Pro tip: If a PR agency secured media coverage in outlets your audience actually reads or watches, that’s a big plus. 2. “Who Will Actually Be Working on My Account?” Some PR firms will impress you during the pitch with senior talent, then hand you off to a junior associate once you sign. That’s why it’s crucial to know exactly who your day-to-day contact will be when you hire a publicist. 💡 Pro tip: Ask if you’ll have direct access to your publicist and whether they’ll be the one doing the pitching. Consistency matters when it comes to telling your story. 3. “What’s Your PR Strategy for Me?” A great publicist doesn’t just follow a cookie-cutter plan—they create a custom PR strategy based on your goals. Whether you want brand awareness, thought leadership, a product launch splash, or reputation management, the plan should be built around you. 💡 Pro tip: Look for creative ideas beyond “send out a press release.” The best publicists know how to mix traditional media outreach with influencer partnerships, event opportunities, and digital PR. 4. “What’s Your Media Network Like?” One of the top reasons to hire a publicist is their media connections. You’re paying for someone who knows which editors, journalists, bloggers, and influencers will care about your story. 💡 Pro tip: A well-connected publicist can save you months and countless hours of cold pitching. 5. “How Do You Measure PR Success?” Public relations is about more than seeing your name in print. The best PR agencies will track KPIs like media mentions, website traffic from press coverage, social media engagement, and even lead generation. 💡 Pro tip: Be very wary of anyone who promises specific placements—they can’t control editorial decisions, and ethical PR pros won’t guarantee them. 6. “What’s Included in the Scope of Work?” Before you hire a PR agency, make sure you understand exactly what’s included in your monthly retainer. Will they handle social media? Event appearances? Crisis communications? 💡 Pro tip: Get it all in writing. Clear expectations now will save you from surprise invoices later. PR is a Partnership When you hire a publicist, you’re not just paying for media coverage—you’re investing in a long-term relationship. The right PR professional will understand your brand, believe in your story, and know exactly how to get it in front of the right audience. Ask these questions, trust your gut, and remember: a great publicist doesn’t just tell a story. They tell your story, and they make sure it’s heard in all the right places.
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 If you are from Western Kentucky, Psalm 40:2 takes on a special significance.
I thought about that “miry clay” reference as I was planting some flowers around the deck of my dad’s old house recently. The West Kentucky clay is probably what inspired the makers of Gorilla Glue. That clay, that lies just beneath what looks like regular 'ole dirt, is the ickiest, stickiest stuff on planet earth. Just when you almost scrape it off your boots, you look at the shovel and the spade and realize cleaning it off everything it touched will take all “four” of the “evers.” Now, clearly the Psalmist was not in West Kentucky, but his comparison of miry clay to sin is spot on. Just when we think God has removed our sin from us, we realize there’s still a little left on our shoe or on our garden rake. When we finally drag ourselves out of that miry clay, we often don’t look behind us to realize we are leaving a trail of sin that those who follow us will surely encounter. The miry clay on our feet affects people who are watching us. For public figures, that means it affects our audience. More tragically, it affects our families and everyone else in our circle of influence. But the Psalmist reminds us, God can pull us out and set our feet on solid ground. And when we allow Him to do that, "many will see and fear the Lord and put their trust in Him." Redemption is always an incredible God thing, but let's make it easy on ourselves and watch where we step in the first place. -- Gina Adams  If you’ve ever worked with a publicist, you’ve probably heard the term ROI tossed around like confetti at a parade. ROI, or “Return on Investment,” sounds important — and it is. But when it comes to publicity and public relations, there’s another acronym that deserves a standing ovation: KPI, or “Key Performance Indicators.” Think of ROI as the accountant in a sensible suit. KPI is the life of the party in a rhinestone jacket. You need both at the event...but for very different reasons. ROI: The Dollar Detective ROI is all about the money math:
But the truth is this — publicity often works like planting a fruit tree. You won’t see apples tomorrow, but in a year, you might be drowning in them. PR is about long-term reputation building, and ROI doesn’t always capture the fullness of that feat. KPI: The Storyteller’s Scorecard KPI measures progress toward your goals — even if those goals aren’t cash in your pocket yet. Examples of PR KPIs:
Why You Need Both If ROI is about “Was it worth the money?” KPI is about “Are we moving in the right direction?” Without KPIs, you might ditch a PR campaign too early because you didn’t see instant sales. Without ROI, you might keep spending on a campaign that makes you feel warm and fuzzy but isn’t actually helping your business. As I have said many times, publicity is a long game. Sometimes a media mention today plants the seed for a speaking engagement which leads to a major TV appearance. A journalist you impressed might quote you in a national story down the road. A podcast appearance could make someone think, “Wow, I like this person,” and then hire you a year later. The Bottom Line Public relations isn’t just about “Did I make money right now?” It’s also about “Am I becoming the brand people recognize, trust, and recommend?” So next time you look at your PR results, check both the sensible-suited ROI and the rhinestone-jacketed KPI. Together, they’ll tell you if your PR is not only paying off in dollars but also building the kind of influence and recognition that keeps the good stuff coming. As the legendary Dolly Parton says, "Never leave a rhinestone unturned." — Gina Adams I get asked often, "What's the best PR advice you have for any public figure?" My answer is a simple Sunday School song we all learned growing up in church. I can't really add anything to this:
O be careful little eyes what you see O be careful little eyes what you see For the Father up above Is looking down in love So, be careful little eyes what you see O be careful little ears what you hear O be careful little ears what you hear For the Father up above Is looking down in love So, be careful little ears what you hear O be careful little tongue what you say O be careful little tongue what you say For the Father up above Is looking down in love So, be careful little tongue what you say O be careful little hands what you do O be careful little hands what you do For the Father up above Is looking down in love So, be careful little hands what you do O be careful little feet where you go O be careful little feet where you go For the Father up above Is looking down in love So, be careful little feet where you go O be careful little heart whom you trust O be careful little heart whom you trust For the Father up above Is looking down in love So, be careful little heart whom you trust O be careful little mind what you think O be careful little mind what you think For the Father up above Is looking down in love So, be careful little mind what you think — Gina Adams Everyone seems to have a list of favorite Christmas songs this time of year so I thought I would change it up a bit and name my favorite PERFORMANCES of Christmas songs. Lots of artists have recorded these eight songs, but these performances have never been surpassed.
#8: There are around 400 recorded versions of "Rockin' Around the Christmas Tree" now in existence. However, no one has outdone the original performance of 13-year-old Brenda Lee. #7: "White Christmas" by The Drifters is far from the traditional sound of this iconic song—which is exactly why it is so memorable. HOME ALONE movie fans probably agree. #6: Karen Carpenter's rendition of "There's No Place Like Home for the Holidays" is an interesting arrangement by Richard Carpenter (as most of their songs were) that hearkens back to another musical era, But Karen's voice is perfect throughout, as always. # 5: "In the Bleak Midwinter" was originally a poem that was later set to music, and remains one of the most haunting songs about the birth of Christ. Peder Eide was an independent artist I worked with for many years, and his rendition is simple and heartfelt, but also intensely hopeful. His interpretation of this old song made me cry the first time I heard it. #4: "Holly Jolly Christmas" is one of the top 25 most performed holiday songs according to ASCAP. But no one has come close to recreating the charm and nostalgic "aw shucks" vocal performance of Burl Ives. #3: I have worked with Hall of Fame singer Larnelle Harris for over three decades and I consider him one of the best vocalists in any musical genre. One of my favorite performances of his is "Sweet Little Jesus Boy." There's a reason he won a Grammy Award for his one and only Christmas recording. Sung a cappella with an all men's choir, Larnelle's moving rendition of this song showcases not only his vocal range, but his innate ability to make us deeply feel a lyric. #2: Vocal or no vocal, if anyone can top the Trans-Siberian Orchestra's rendition of "Carol of the Bells" let them try. #1: Whitney Houston's voice in her prime combined with this unique arrangement made her rendition of "Do You Hear What I Hear" the new standard. — Gina Adams  There is a lot of talk these days about the biased nature of what we call "mainstream" or "legacy" media. Having only promoted Christian clients my entire career, I have personally watched this one-sidedness increase dramatically over the past three decades.
In the early 1990s, I figured out (through trial and error) that when I used the term "Christian" in a press release to identify an artist, author, or event, it was almost immediately tossed in the trash by mainstream media. I learned I could use the word "gospel" artist and it became more readily acceptable. At major newspapers, it was clear to me there was a bias against anything labeled "Christian," even among religion editors. For everyone just now catching up to this trend—which now extends beyond Christianity to anything that appears conservative or remotely biblical in nature—I have good news to share with you. There are still media people and companies that care about facts and truth—namely, the Christian or faith-based media. I admit I am about to paint with a broad brush here. As we all know, there are exceptions to every rule, and that is true with the faith-based media as well. But on the whole, here are several reasons I trust the accuracy of the faith-based media more than the mainstream media: Faith-based media people still vet their sources. This used to be a standard practice when journalistic integrity was still a thing among media people. Back when dinosaurs roamed the earth, journalists sought to prove the integrity of the source of the news before they used that source in a story. Now, they simply run with anonymous sources or questionable sources as long as it fits the narrative they want to spin. This is NOT considered true journalism. It is simply a gathering of opinions (and sometimes, lies) that make their pre-conceived story angles sound valid. Overall, the faith-based media still care about the accuracy of their sources, and it makes their news stories automatically more truthful than what the mainstream offers. Publicists are the main dispensers of news, and I have spent my career trying to make sure all content that we send to the media is as accurate and thorough as possible. For that reason, I've had many faith media folks tell me they trust what I send them. They still care about the truthfulness of their news sources. Faith-based media people follow the facts. It is a given that faith-based media people view things through the lens of a biblical worldview, but they still follow the facts wherever they may lead. In general, they do not "cover" for pastors or church leaders who mess up. They follow the facts and report the stories as they unfold. They cover the five "W's" of journalism — Who, What, When, Where, Why. You know, like journalists. Faith-based media people aren't looking to do "gotcha" interviews. The mainstream media loves "gotcha" interviews where they pounce on a guest with questions they weren't expecting or they do a "pile on" against a guest on a specific topic. The majority of faith-based media outlets are not looking for these types of interviews. Mainly, they seek out guests who will encourage and edify their audiences. They don't shy away from dramatic stories, but they want them to be positive and helpful. Clicks and viral attention are not the main concerns of faith media folks. Instead, they are looking for stories and news that will uplift and inform their audiences, first and foremost. Faith-based media stay focused on their audiences. This one has a few more exceptions to the rule lately, but in general, faith media outlets know their audiences well, and focus on topics they know will appeal to them. Many faith media outlets are non-profits themselves so they are very in tune with the people who support them. Companies like Disney and the Washington Post have traded the wants of their consumer base for a very woke agenda and it is affecting their bottom lines. Some faith media outlets are currently trying to be more progressive in their biblical (or non-biblical) stances on cultural topics, and time will tell how that works out for them. But most faith media don't have the deep pockets of a Jeff Bezos to help keep them afloat if their audiences go away. The media animosity toward biblical viewpoints in our current culture should not surprise believers. Jesus tells us plainly in Luke 6: “Blessed are you when people hate you and when they exclude you and revile you and spurn your name as evil, on account of the Son of Man! Rejoice in that day, and leap for joy, for behold, your reward is great in heaven." The New York Times may revile us, lie about us, and even slander our names, but Eternal Truth will write the final headline. --Gina Adams  “The absolute heart of loyalty is to value those people who tell you the truth, not just those people who tell you what you want to hear. In fact, you should value them most. Because they have paid you the compliment of leveling with you and assuming you can handle it.” — Coach Pat Summitt
The two people in your life you should confess everything to are your therapist and your publicist. A publicist needs to know who you are, where you've been, and where you want to go. And they need to know if there are any skeletons in the closet that could possibly fall out. I encourage any potential client who calls me to always talk to several publicists before hiring one. A publicist is typically one of the closest advisers in a public figure's inner circle. You should hire a publicist who will be your cheerleader, but also your coach. And sometimes, a coach tells you what you don't want to hear. What I term "blue smoke" publicists are everywhere. They shower their clients with praise and admiration and tell them they are the greatest people ever to put on pants. But they never bother to warn their clients when their zippers are down. If a publicist is not willing to offer you meaningful direction, helpful advice, or necessary criticism in order to shape your public brand in a positive way, you might as well hire a parrot. The squawking will be the same, but the parrot will be cheaper. — Gina Adams A young man from Farmville, Virginia has bypassed the "necessary" Nashville record labels, publicists, and marketing gurus to become the hottest thing in music. Heck, he never even tried out for America's Got Talent!
Was it all a clever PR ploy devised by a radio station and a guy that lives in a trailer? Well, sort of. His sudden fame involved two secret ingredients to great PR: authenticity and honesty. You might think to yourself, "Isn't being authentic the same as being honest?" I wish that were true, but I can assure you, they are mutually exclusive. You can be authentic without being honest and vice versa. But when you are both, people know it. They sense it. They feel it. In an Artificial Intelligence culture where people hardly believe their own eyes anymore, authenticity and honesty are dying traits. As a result, our music has become less provoking and, ultimately, less relevant to us. Can you name the top hit on the pop charts from a month ago? Probably not. But even if country or bluegrass music isn't your thing, "Rich Men North of Richmond" will stay with you for a while. Because it is real. And boy, are we starving for that. —Gina Adams  I typically get calls from authors who are in the process of finishing their book or have already finished it, so I am unable to tell them what apparently no one before me has bothered to relay. So, here are seven things I wish every author knew before they call me:
Remember 2700. Two thousand seven hundred books are released daily. That’s every 24 hours. That is 985,500 books per year. The official release date of your book will be no different. You have a lot of competition from day one. Plan accordingly. Tinkerbell is not on my payroll. I am about to shock every person on the planet who wants to promote a book, a CD, a film, a whatever--publicity is not a magic wand. No, I don’t have a bag of pixie dust in my pocket and Tinkerbell doesn’t work in a cubicle beside me. I cannot, will not, must not guarantee you will sell one widget— let alone one million widgets— every time you do an interview or get a feature article. If I did guarantee that, I would be a full-blow idiot or a bold-faced liar. I am neither. A publicist can schedule the interview, prepare you for the interview, and do everything necessary to set up the interview in the most positive way possible. But once you are in front of the microphone, a publicist has zero control over your ability to convince people to buy your book or care about your ministry. PR people can get the horse to the water trough, but you have to make it drink. You might be an overnight success, but probably not. Have I seen “overnight successes” in my three decades of working in publicity? I have. Once. And even in that one instance I can tell you it wasn’t overnight. There were many years and countless hours of work and dedication to a craft that caused that “overnight” success. Overnight success is an anomaly, and truly doesn’t exist. You will find a Sasquatch’s pet unicorn before you find a real overnight success. There is nothing new under the sun. Well, okay, Solomon actually made that phrase famous, but I’ll borrow from his point. I have never read a book I haven’t read before. However, your book may contain some ideas or stories that are very unique to your competition. In fact, it is part of a publicist’s job to find those things that make your book and your ministry different. I like to say “you are only as good as your onlys” which means, you most likely have some “onlys” that apply to you. A publicist should help you identify them and highlight them tirelessly in your PR campaign. Every consumer has ADD. When I started my career in marketing over 30+ years ago, marketing stats told us we had to touch the consumer seven times before they were moved to buy a product. Today, it is 27 times and growing. There are now more smartphones than people on Planet Earth. We are a people bombarded and overloaded with data daily. So, you have to combine traditional publicity with other promotional avenues such as placing social media ads, creating contributed content, placing print and online ads, growing social media followers on the platforms that reach your targeted audience, creating fresh content on a regular basis, and so on. You may hate Facebook, but you may have to grit your teeth and add it to your PR campaign to be successful. Your book is just a big business card. I rarely ever took my child to McDonalds when he was little. But he knew what the golden arches were when we drove by them because McDonalds inserted themselves into every TV show he loved to watch. You need to look at yourself as the Golden Arches. You are the brand. Your book is a Big Mac. Later on, you may add French fries to your "menu" (ministry), or maybe a vanilla milkshake, and a crispy chicken sandwich. Your book is not your brand, and you shouldn’t treat it that way. This will be a marathon not a sprint. If you want to sell a book and be a successful author, you need to set your mind to being dedicated to that goal for the long haul. Long after your initial PR campaign is over, you need to be ready to set aside time, effort, and money to continue to promote your book through every avenue that makes sense for your specific niche. Are you good at talking? Maybe you need to create a podcast. Are you good at speaking in public? Maybe you need to venture into that arena. A publicist can start the ball rolling with selling your book and building your brand, but once the PR person hands you the baton, be ready to run with it. — Gina Adams  After three decades of working in public relations, I have a few PR rules that generally apply to any client. Follow these and you'll never have to hire someone who specializes in Crisis PR:
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