Expect Less From Your Publicist

... and your manager, agent, label, sponsorship point person and everyone else who purports to represent your best interests out in the world. At a time when everyone wants more, more, more, I would contend that you should judge your team by what they say “no” to instead of how many things they say “yes” to. It isn’t about the number of impressions, it’s about making the right impressions with the right audience and the right message. They should be guarding and building your brand and your business, not whoring it out. Yep. I said it. In today’s manic world of Facebook, Twitter, celebrity blogs and instant news, we’re told we need to be everywhere, all the time. And the thinning of the music industry makes it worse. It’s all driven by fear. If a celebutant or reality star disappears for a week, their “career” is over. But you are an artist, not a celebrity. You have something to offer and a reason for people to care. Act like it. Disappear for a little while. Let people miss you. Great brands are built with discipline. They have the confidence to wait for the right time and the right message.

A really good publicist is a huge asset, but most aren’t even allowed to do their jobs these days. They’ve been reduced from helping you craft a brand to shilling for a quick mention in a grocery checkout tabloid or gossip blog. Or they’re supposed to get you the Holy Grail – a guest slot on some random TV talk show (regardless of whether it fits and despite the personal dirty laundry you have to air). So while it’s tempting to push your publicist (and everyone else) for more, more, more, I suggest you let them actually do their job the way good ones know how to do it. Sit down with them. Tell them you want more. And start expecting less.