What To Look For in a PR Firm as an Artist

Hiring a PR firm as an artist is a big step in your career! Especially if you’re doing it independently. It’s an investment, not just financially, but in your brand, your story, and how the world sees you and your craft. A good PR firm can help you land press coverage, boost your industry credibility, and connect you with new fans, but not all firms are created equal. In this post, we’ll break down exactly what to look for to find the perfect PR firm for you. Here’s everything you need to know…

What To Look For in a PR Firm as an Artist

A Proven Track Record

Before you sign with any PR firm, ask to see what they’ve actually done. Have they helped other independent artists get placements in blogs, magazines, podcasts, or playlists? Can they show how their work specifically helped grow an artist’s audience or visibility over time? Don’t just be impressed by a few big-name clients; look at the results behind the name. If a firm has worked with artists at your level and helped them grow, that’s a great sign they know how to meet you where you are.

So, what should you ask?

• Ask for case studies, press recaps, or one-sheets that highlight past campaigns.
• Look up the artists they’ve worked with and see what kind of coverage they’ve gotten.
• Search for those artists online and check the quality (and quantity) of their press.
• Ask if you can speak to a past or current client for a firsthand account.

A legit PR team will be proud to show you their work and should have no problem walking you through it.

Real Industry Connections

One of the biggest things you’re paying for with a PR firm is their network. A strong PR team has real, working relationships with editors, writers, podcast hosts, playlist curators, and tastemakers… especially in your genre.

The music industry is built on relationships, and a cold email from a random person just doesn’t hit the same as a pitch from someone a journalist already knows and trusts. That’s the value of a connected PR team.

Here’s how to gauge their connections:

• Ask what types of outlets they usually pitch to.
• Request examples of recent placements they’ve secured.
• Check if they’ve gotten consistent coverage for artists in your genre or scene.
• See if they tailor their outreach based on the type of artist, or if it’s a one-size-fits-all approach.

If they dodge those questions or stay vague, that’s a big red flag. A good PR firm should be able to tell you who they pitch to and why.

Clear Timelines

Timing really is everything, and a good PR firm should be able to walk you through what the process looks like from start to finish and give you a clear sense of when things will actually happen.

The last thing you want is to be stuck waiting weeks to kick off a campaign or having to scramble last minute because they didn’t plan ahead properly. The best PR teams are organized, proactive, and able to keep things moving without you having to constantly remind them. Before you commit, ask how far in advance they need to start planning, when outreach will begin, and how often you’ll receive updates along the way.

A great PR firm will have clear systems already in place and be able to explain their timeline without hesitation. When they’ve got communication down pat, whether that’s through regular check-ins, shared calendars, or campaign reports, you should never be left wondering where things stand.

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Passion & Belief in Your Project

Although this may seem less business-centered, it’s truly one of the most important things to look for. At the end of the day, you want a PR team that is genuinely excited about what you’re creating. When a publicist truly believes in your music, they’ll pitch it with more care, more creativity, and more persistence. That kind of energy is what makes a real difference in how your story is received by the media.

During your initial conversations, pay attention to how they talk about your work. Are they asking thoughtful questions? Do they understand the vibe you’re going for, your sound, your goals? Are they offering ideas that feel tailored to you? You should walk away feeling like they’re part of your team, not just a hired service. You want a real advocate for what you’re building.

Budget Transparency

If you’re interested in hiring a PR firm, I’m sure you’re aware how big of an investment it can be. As an independent artist, too, you need to know exactly what you’re paying for. Some firms offer more flexible, short-term campaigns, while others may lock you into multi-month contracts. Neither is necessarily wrong, but the details should be crystal clear from the beginning.

Before you sign anything, ask what’s included in the cost. Are they writing your press releases? Coordinating interviews? Sending regular reports? You don’t want to assume something’s covered and find out later that it’s an add-on. If the pricing feels vague or the deliverables aren’t clearly outlined, that’s a red flag.

To help you out, here are a few questions to ask when it comes to budgeting:

• What exactly is included in the campaign cost?
• Are there any extra fees for writing materials, designing assets, or extended outreach?
• How long is the contract, and is there flexibility to adjust?
• How do you handle smaller budgets or scaled-back campaigns?

You want them to be upfront, respectful of your budget, and able to clearly explain what you’re getting in return.

💡 Not sure what kind of budget you need? It all depends on the scope of your goals, but many indie PR campaigns range anywhere from $1,000 to $3,000 per month. Some firms offer smaller-scale packages or project-based pricing though, so don’t be afraid to ask what’s possible within your range.

Last, but not least… Trust Your Gut

Let’s be real, hiring a PR firm is a big move, and one not every artist needs to make right away. PR is for when you have something to promote (like a release, tour, or major milestone), a solid brand foundation, and a clear story to tell. If you’ve already built some traction on your own, have a professional press kit or bio, and are ready to reach a wider audience, bringing on a PR team can be a real game-changer.

That said, even when you are ready, not every firm will be the right fit. Watch out for red flags like guaranteed press placements, flashy promises without substance, cookie-cutter strategies that don’t reflect your genre, or vague answers when you ask about deliverables. If someone’s rushing you to sign or seems more focused on talking than listening, it’s okay to walk away. Trust your gut, ask questions, and take your time. Speak with as many people as you can, and look for a team that not only knows how to get results but genuinely believes in your music.

You’re not just paying for coverage; see it as building a partnership. The right PR team will be just as invested in your success as you are. ✨