What to Ask Before Hiring a Music Publicist? 10 Questions for Independent Artists

For indie artists, hiring a music publicist is a significant financial commitment, and ensuring this investment aligns with your specific goals is important. When you reach a stage in your career where PR (public relations) can elevate your project, it’s time to choose the right music publicist who understands your unique needs.

If you're unsure whether you're at the stage of your career where you need a publicist, check out our previous article How to Know if You’re Ready to Hire a Music Publicist for essential insights on whether PR is the right move for you.

How to choose the right music PR agency?

So, you're ready to hire a music PR firm. But what does that actually involve? Before you commit to potential music publicists, do your research to see who might be the right fit for you. Consider things like experience, approach, and reputation.

And don’t necessarily get sucked in by music PR companies with big names and packed rosters. You don’t want to be just another paycheck; you want your publicist to be part of your team, as passionate about your project as you are.

Let’s dive into the next crucial step in finding the right publicist for you. Here are 10 key questions to ask before you make that all-important hire:

1. What experience do you have working with artists in my genre? 

Look for a publicist who has experience working with artists in your genre, or artists that are on a similar path. Working with a publicist who understands where you sit in the music industry means they have the right connections, the right pitch, and a deep understanding of how to target the right media.

2. Can you provide examples of past campaigns or artists you've worked with? 

Ask for concrete examples of past music PR campaigns and artists they’ve worked with. This will give you further insight into the type of artists the publicist has worked with and the results they've achieved.‍

3. What specific PR tactics do you recommend for my music? 

PR is not a one-size-fits-all approach. A decent publicist should offer a tailored plan that aligns with your music promotion goals, from media interviews and press placements to gig promotion or social media opportunities.

4. How do you measure success in a PR campaign? 

It's important to understand how your publicist tracks and measures success. Knowing their key performance indicators will help you stay aligned with expectations. PR is a marathon, not a sprint, and it's important to remember that PR doesn’t come with guarantees – and it shouldn’t. A journalist’s decision to run a story is out of a publicists hands, but what they can control is how they position and prepare you by:

• Defining your “why” and unique story
• Identifying key targets and building genuine connections with journalists
• Packaging standout media assets
• Supporting you through interviews and media opportunities

Even if a journalist doesn’t pick up your story this time, they’ll remember you when the right opportunity comes along. A publicist should focus on getting you in the right inboxes, with the right story, to make an impression that lasts.

5. What’s your process for pitching to media outlets and journalists? 

PR is all about relationships. Understanding how a publicist pitches your music and whether they have existing relationships with music journalists and key outlets can help you gauge the likelihood of securing press coverage.

6. What are your fees, and what do they cover? 

Be sure to clarify the publicist’s fees and what services are included. Will they handle everything from writing press releases to organising interviews? Understanding the scope of their work will help you assess the value of their services.

7. What kind of timeline should I expect for results? 

PR takes time, and expectations should be realistic. Understand how long it takes to see results, such as press features, radio play, or interviews. A campaign usually runs for 6-8 weeks for singles and longer for albums or EPs. During this time, the campaign would include gathering and packaging assets and preparing the pitch targets. Pitching should begin weeks before release day so conversations with journalists can continue in the lead-up to the upcoming release. Following up with journalists and organising press opportunities will also be part of this process.

8. How do you communicate with clients during a campaign? 

Strong communication is vital to any successful collaboration. Find out how often your publicist will check in, the preferred communication channels, and how involved you’ll be in decision-making during the campaign. At Morena Comms, communication is key. We regularly update our artists whenever opportunities arise, and share updates weekly. We’re always happy to jump on the phone or answer any questions during the campaign as well.

9. What happens if the campaign doesn’t achieve the expected results? 

No one can guarantee press coverage or radio play, but it’s important to understand how a publicist handles situations when expectations aren’t met. Do they offer feedback, adjust the strategy, or work to make improvements to deliver a successful campaign?

10. Can you offer advice on content strategy or social media alongside PR?

PR doesn’t exist in isolation – it works hand in hand with your overall online presence and music promotion strategies. Ask if the publicist can guide you on improving your content strategy or suggest ways to align your social media with the PR campaign. Cohesive branding and consistent messaging across platforms can amplify your outreach and help you make a stronger impression on industry tastemakers and your fan base. Morena Comms offers artist branding and social media strategy services alongside full-service PR campaigns. Get in touch for more information.

Whether you’re looking to hire a full-service music PR firm, a boutique music PR agency or a music publicist offering experience with music promotion, there are factors you need to consider before investing your hard-earned money. Your perfect-match publicist should be someone who truly believes in your project and who you can trust to advocate for your music. By taking the time to ask the right questions, you’ll help to find the right fit for your needs and increase the chances of a successful campaign.

Check out some resources below that should help you get PR-ready:

• The Indie Artist Club - free music industry newsletter & success toolkit
• Resources including EPK Deck, Artist Hustle Tracker and Social Media Content Planner 2025
• DIY Music PR - Join our course to learn the PR techniques used by top industry professionals

Get in touch with hello@morena.uk if you’re ready to ask us some questions!