As your PR agency grows, you eventually hit a ceiling.
Your team’s time is stretched thin. Clients expect national media coverage. You have more accounts than hours in the week, and media outreach, once your zone of genius, has become a time-consuming bottleneck.
This is often the moment agency owners ask, “Should I bring in a publicist for hire?”
The short answer? If you want high-quality media coverage without sacrificing your agency’s capacity or client experience, hiring a freelance or contract publicist may be one of the best decisions you make this year.
In this article, we’ll break down what a publicist for hire does, how they differ from PR assistants, and when it’s the right time to outsource your media relations.
What Is a Publicist for Hire?
A publicist for hire is a freelance or contract-based media relations expert who helps clients or agencies secure earned media placements in print, digital, TV, radio, and podcasts. Unlike full-time employees, they typically work on a short-term or project basis, and they often specialize in high-level strategy, relationships, and results.
While a public relations assistant supports with research, scheduling, and admin, a publicist’s primary job is to generate press. They’re focused on:
- Crafting pitch angles that get noticed
- Personalizing outreach to journalists and editors
- Leveraging media relationships to secure features
- Coordinating interviews and coverage logistics
- Strategizing PR timelines and news cycles
In other words, publicists are closer to “closers” than assistants. They do the pitching and get the placement—often with speed and polish, your team doesn’t have time for right now.
Pros and Cons of Outsourcing Media Outreach
Bringing in a publicist for hire can offer significant benefits, but it also requires smart vetting and clear expectations. Here’s what to consider:
Pros:
- Immediate expertise: Publicists are often senior-level professionals with deep media relationships and proven systems.
- Fresh perspective: They can bring new story angles and approaches your team hasn’t considered.
- Increased capacity: Free up your core team to focus on client strategy, reporting, or creative direction.
- No long-term commitment: You can work with them per project or campaign—ideal for lean teams or launch cycles.
cons:
- Higher hourly rate: Publicists cost more than junior staff or assistants.
- Limited availability: High-demand publicists may be juggling multiple clients.
- Not all are created equal: A big network on LinkedIn doesn’t always equal press results. Vet thoroughly.
3 Signs It’s Time to Hire a Publicist
Not sure if you’re ready? Here are three clear signals:
1. You’re Missing Media Deadlines or Opportunities
By the time your team gets around to pitching, the moment has passed—or you’re constantly playing catch-up.
2. You’ve Got High-Profile Clients—but No Coverage
Your roster is strong, but your results aren’t. If you’re not securing features, something’s off—either bandwidth, approach, or pitch quality.
3. You’re Burned Out from Doing It All
Agency leaders can’t (and shouldn’t) be writing every pitch, following up with every reporter, and building media lists. It’s not sustainable—or scalable.
If any of these sound familiar, a publicist for hire could be the plug-and-play solution you need.
Budgeting Tips and How to Structure the Relationship
Rates for freelance publicists vary based on experience, niche, and deliverables. Here are a few common pricing models:
- Hourly ($75–$200/hr): Good for overflow or retainer work
- Monthly retainer ($2,000–$8,000+): Ideal for ongoing media relations across multiple clients
- Per-project (e.g., product launch, book tour): Clear scope and timeline with defined results
Pro tip: Always set clear expectations upfront. Define your goals (e.g., 5 media placements in 60 days), agree on KPIs, and outline deliverables in a contract.
Also, ask for samples of previous placements, and consider starting with a paid test project before a larger engagement.
Final Thoughts
If you’re juggling multiple client demands and struggling to deliver consistent earned media, hiring a publicist for hire might be the smartest investment your agency makes this year. With the right partner, you can elevate your media results, reduce internal pressure, and provide clients with the visibility they hired you for.