How to Know if You're Ready to Hire a Music Publicist: 12 Essential Questions

As an independent artist, hiring a music publicist can be a big step forward in your career. However, if you’ve never worked with a publicist or music PR company, it can be challenging to determine if you’re ready, how to best prepare, and whether the investment will be worthwhile.

At Morena Comms, we value integrity, which means we only take on projects that we genuinely believe will benefit from our services. To get the best out of your PR campaign, it’s all about timing, preparation and strategy. Sometimes, artists are too early in their journey, not yet clear on their brand, or still defining their direction. When this is the case, we recommend refining your project and building your profile, so that when you hire PR services, your return on investment will be beneficial.

So to help you work out whether you really want to hire a music PR company at this stage of your career, here are 12 key questions to ask yourself before diving into PR:

1. What are your goals for a PR campaign?

Define what you want from a PR campaign - whether it’s growing your audience, gaining press coverage, or promoting an upcoming release. Different goals require different strategies, so the clearer you are about your goals, the more effective your campaign will be. Your goals can also help a publicist craft a targeted approach that maximises your results and enhances your music promotion.

2. Do you have a budget, timeline and realistic expectations for PR?

Defining your budget, timeline, and expectations for a PR campaign is key to a successful experience. Effective PR requires ample lead time - typically 6-8 weeks for singles and longer for albums or EPs - to allow your publicist to prepare assets, pitch, and secure coverage. If you’re planning a release, ensure you’re planning far enough in advance. Keep in mind that, while your publicist will use their expertise and connections to promote your music, PR coverage is never guaranteed, and not every pitch results in press or radio play. Remember, PR is a marathon, not a sprint.

3. How well do you understand your audience?

You need to have a good idea of who your audience is and who you want them to be. This insight helps you and your publicist identify the right publications and platforms to target and assess whether PR, social media promotion, or a mix of both would be most effective for your campaign.

4. What are your streaming numbers and social media following?

Streaming and social media stats provide a snapshot of your current reach and can help a publicist determine the best approach for your campaign. Publicists often look for a certain level of audience engagement, which can vary depending on your goals. Even if your streaming and social media numbers are modest, a consistent upward trend or engaged fanbase may indicate that you’re ready for a PR push at this stage of your music career.

5. If you were in a playlist, which other artists would be included with you?

Understanding where you fit in the musical landscape helps your publicist position you effectively. Think about artists with a similar sound, aesthetic, or message to yours. Having a sense of your “playlist peers” not only helps with playlist placement but also gives your publicist a framework to highlight what makes you unique in comparison. Your sound may be uniquely yours, but if you can't define it, it will be challenging for journalists to do so. Knowing where you sit helps them, and your audience, understand where you fit in and what sets you apart.

6. Have you had any previous press coverage?

Previous press coverage shows that people are interested in your music, which can help kickstart future coverage. If you haven’t been featured in any publications yet, it might mean starting small with local or niche music blogs before aiming for larger outlets. This can also help your publicist create a more tailored strategy for you.‍

7. What publications or press types are your dream targets, and why?

Having an idea of where you want to be featured can clarify the direction of your PR campaign. Think about publications that reflect your genre, message, and audience. Knowing your “dream” coverage can help your publicist identify realistic targets that align with your vision and help work towards that “I’ve made it” piece.

8. Do you have a strong “elevator pitch” for your project?

An elevator pitch is a quick and engaging way to describe your music, who you are, and what makes your project unique. If you met an A&R rep and only had 30 seconds to grab their attention, could you do it? A strong pitch makes it easier for a publicist to communicate your brand to media outlets and gives your audience a clear understanding of your work.

9. Do you have media assets ready (press shots, cover art, project info)?

High-quality assets like press photos, single / album artwork, music videos (if relevant), and a well-crafted bio are essential for a successful PR campaign. While a publicist can help pull these together into a polished EPK, it’s best to arrive with some basics already in place. Strong media assets make it easier for your publicist to pitch you to media outlets, increasing your chances of getting coverage. Consider whether you'll be investing time and budget into producing music videos for your releases, as these can further enhance your campaign’s reach. Be sure to check out our tailored resources and templates to support you in this process.

10. Are you performing live, and how frequently?

Regular live performances can show that you’re active, dedicated, and engaging with audiences. Many publications and playlists look for artists who are actively performing and building their fanbase in real life. If you aren’t yet performing live, think about other ways you’re engaging with your fans, whether online or through collaborations, which can also build your profile.

11. Do you engage and collaborate with other artists and music professionals?

Building a network around you is essential and demonstrates your commitment to growing your project. Collaborating with other artists and peers can help expand your reach and create additional talking points that strengthen your story. A strong network allows you to seek advice, exchange support, and gain insights from others who have navigated their own PR journeys, helping you identify the right fit for your needs.

12. Do you have personal stories or insights that add depth to your music?

Know your WHY. It’s more than just your music or project… it’s about you. What drives you to create music? What unique perspective or experience do you bring to your audience? Why should people connect with you and your work? And, ultimately, why does it matter to you? Knowing your why helps you build a compelling narrative that resonates deeply with listeners and makes your work stand out.

Taking time to consider these questions can help you gauge where you stand in your music career and identify any areas for development. If you’re unsure of some answers, you’re not alone - there are resources and people who can support you at every step. 

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

Please email hello@morena.uk if you have any questions of your own!