Should You DIY Your PR or Hire a Publicist?
Find out which path makes sense for your business.
Take this two-minute quiz to determine whether your business can successfully handle your own press outreach or whether you should hire a publicist. A full explanation of how each of your answers impacts the final recommendation will be emailed to you, helping you make the right decision for your business.
Full Name
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Business Email
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Describe your business
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What type of business do you have?
Product-based business (such as home furnishings, textiles, packaged food, or consumer goods)
Service-based business (such as a restaurant, café, catering company, private chef, interior design firm, architecture firm, or event planning business)
Both products and services (such as a restaurant with a retail line or a designer with a furniture line)
How well do you know your industry’s media outlets?
I have a general or strong sense of what my customers read, watch, and follow to get news about businesses like mine, and I know the names of some trade media outlets.
I have no idea who reports on my industry. I’m new to the industry.
What’s your primary PR goal in the next 6–12 months?
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Establish myself as an expert by being quoted in regional or national press to prepare for a future launch or to secure better clients
Secure regional press coverage for a local launch, opening, or event
Get press coverage for a national launch, opening, or event happening in the next 60–90 days
Land in-depth feature stories in large and prestigious media outlets (such as The New York Times, Architectural Digest, or Food & Wine)
Continue being featured in national press on a monthly basis
Have you been featured in this type of national media before?
Yes
No
How much time can you or your team realistically commit to PR activities each week?
Less than 3 hours (completely maxed out)
3–5 hours (can squeeze it in, but it would be tight)
5–7 hours (can work this into the schedule)
7+ hours (this will be part of the reoccurring job duties of a team member)
Which statement best describes your current situation?
We’re opening, launching, or re-launching nationally in the next 60–90 days and want national media coverage on a specific timeline.
We’re opening, launching, or re-launching in 91+ days and want local media coverage; national media coverage would be nice but is not essential.
We’re established with a strong local reputation and ready to strategically expand our visibility and reach.
We need to manage a reputation issue, rebrand after controversy, or handle crisis communications.
We’re already getting some press organically without trying but want to be more strategic and consistent about it.
How do you feel about contacting journalists you’ve never met?
Excited. My marketing person/I love writing, making connections, or talking about my work. I just need to learn what to do.
Neutral. My marketing person/I can learn this if there’s a clear system and templates to follow.
Anxious. Writing and sending emails to people I don’t already know aren’t my strengths, but my marketing person/I am willing to try with support.
Dread. My marketing person/I would like to avoid this, even if we understand how to do it.
Which statement resonates most with you?
“I want to own this skill and understand how media works so I can leverage it long-term.”
“I need results fast for a specific deadline.”
“My team and I don’t have time to learn a new skill right now.”
“I want to try reaching out to the press if I have expert guidance and support so I don’t make rookie mistakes.”
“I’m willing to invest in a publicist or agency but want to understand PR so I can effectively evaluate their work and manage them.”
What’s your monthly marketing budget, including staffing costs and advertising?
Under $2,000 (can invest in tools, courses, and occasionally some freelance help)
$2,000–$7,000 (starting to test what marketing spend produces the best results)
$7,001–$15,000 (have reoccurring marketing costs, comfortable investing in professional services)
Over $15,000 (spending on marketing is a priority for us)
