When Seeking a Publicist

Consider trust. Working with a publicist involves sharing behind-the-scenes details. Prioritize hiring a publicist you deeply trust and with whom you share a strong rapport.

Consider budget. Be prepared to pay your publicist on time. Publicists may work on retainers, on a percentage basis, or on a project-by-project basis. Know your budget and the duration before you are contractually committed.

Consider your goals. Before meeting with a publicist, clearly define your professional objectives.

• What type of brand awareness are you seeking?
• What types of media placements do you want to pursue for your brand?
• If you may need crisis PR management, discuss this openly during interviews. Ask about their experience and address your concerns about potential controversies. Your honesty is important.

Review the publicist’s expertise and previous success to determine if they’re a good match for your reputation goals. How long have they worked in PR? Look for proven career success when considering your representation.

Ask yourself: have they taken on clients you admire for their media presence? Then ask them directly what media contacts they can bring to the table. What publications have they secured placements in, when, why, and for whom? If they seem overtly eager and pushy to land you as a client, they need you more than you need them. I advise taking a long time to properly vet your potential publicist; it’s worth it once you find the right fit.

Consider brand alignment. Make sure the publicists you are considering contracting have a solid understanding of your voice, unique brand identity, and key message points, so the press narratives placed remain consistent.

Make sure your publicist is culturally competent and sincerely respects diversity, equity, and inclusion. Ask them about the types of diversity training and/or certifications they may have.

After Contracting a Publicist

Communication is key. Do your communication styles match? Calendars, emails, texts, calls, and travel matter. Your publicist should never guess your availability, because you’ve given it up front; it can make or break your brand’s visibility.

Your participation in cultivating your own brand’s success means you should be open and active in interviews and photos, provide quotes, and make yourself available for approvals. Help your publicist help you by keeping your word. Say what you mean and mean what you say, and you’ll never know what they may come up with: a brand trip, red carpet event invite, speaking tour, broadcast news feature, etc. Just make sure to meet your deadlines.

Time management. Be combat-ready. Be respectful of their time, workload, and their own reputation, as you, as their client, will be a direct reflection of them professionally as well.

Be realistic in your expectations. Entering the real world of publicity will be much more pleasant if you keep your own expectations in check. Understand that having representation does not equal guaranteed media coverage. Knowing the realities of what public relations success may entail before entering into a work agreement will help you manage your own expectations.

Be open-minded. Your publicist may pitch you fresh ideas, be secure in yourself, and be open to considering new methodologies to ensure consistent growth, visibility, and results.

Focus on establishing credibility through your digital presence vs. providing social entertainment. Website SEO and traditional news media placements should be prioritized over social media content. Your audience should not solely be defined by social media algorithms. It is important to contract a publicist who understands the value of credibility vs. perceived influence.

Contract a publicist who will position you as a highly revered industry thought-leader as opposed to a beauty influencer. You want to be viewed as an expert in the hair industry—not just a product pusher who pops up on an fyp.

Be appreciative and respectful. Respect your publicist’s time as you would expect clients to respect yours. Don’t miss calls, meetings, or engagements. I never recommend anyone who may not respect my publicist’s time, and we share that mutual understanding.

Acknowledge your publicist’s strong performance. Professional recognition fosters better outcomes.

Set boundaries with colleagues. Be firm in setting your boundaries with other beauty industry colleagues and quick to enforce consequences if and when they are overstepped.

When colleagues see you have obtained a publicist, if they have not, they may feel behind in their career progression, and some may suddenly begin to offer ‘help’ or publicly support you online in your comment sections more frequently than in the past. Recognize when this is just an attempt to leverage your growth and team—not genuine support.

Some colleagues may try to leverage your success by associating with your audience online. Trusted professionals would never act this way—your publicist understands this and will alert you if it happens. That now takes me back to my first point—trust.

As you advance your career in the beauty industry, it is vital to surround yourself with ethical professionals you can trust. You’ll never have to question an ethical publicist’s trust because they understand that both their reputation and your success hinge upon it.

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About Dean Banowetz Hollywood Hair Guy®

Changing lives one head at a time®, Dean Banowetz known as the Hollywood Hair Guy ®, is a renowned eight-time Emmy nominated celebrity hairstylist with over three decades of experience in the entertainment industry. Banowetz has left an indelible mark on television and film, holding 11 nominations and winning four prestigious awards from the Local 706 Hair Union Guild. In addition to these accolades, Dean authored The Dean’s List of Daddy Do’s. As the department head behind several well-known shows such as American Idol, So You Think You Can Dance, World of Dance, and America’s Got Talent, and on the teams of Legendary, The Voice, and Shark Tank, it is no shock that the locks wizard has secured celebrity staples like Lionel Richie, Derek Hough, Leeza Gibbons, Simon Cowell, Jennifer Hudson, and Kelly Clarkson, to name a few.

As the founder of Hollywood Hair Guy® Academy, Dean is committed to educating and inspiring the next generation of hairstylists. Hollywood Hair Guy® Academy offers comprehensive training that blends innovative techniques with real-world applications, ensuring that students are well-prepared to thrive in the fast-paced world of entertainment hair design. Dean’s passion for teaching stems from his belief that every stylist has the potential to create magic, and he strives to cultivate that talent in each of his students.

In addition to his work on set and in the classroom, Dean is a Guinness World Record holder, showcasing his dedication to pushing boundaries and achieving excellence in his craft. His journey began with a commitment to artistry and professionalism, earning him recognition not just as a stylist but as a true innovator in the industry.

Beyond his accolades and accomplishments, Dean’s story is one of resilience and determination. In 1987, he was honored as the Soldier of the Year US Army 2nd AD, a testament to his leadership and commitment. Today, he combines that same dedication with his artistry, inspiring countless stylists to follow their dreams and elevate their craft in the vibrant world of Hollywood.