How to pick a publicist

Sometimes, hiring outside help is fairly transactional — like, say, when you have plumbing repairs done.

Other times, it’s important to consider more factors than simply the contractor’s qualifications.

Author Barbara Linn Probst says that’s the case with publicists: Ideally, the writer and the publicist will have compatible temperaments.

Probst offers guidance on how to rule out candidates and also rule them in, along with twelve questions worth asking a potential publicist.

And just as important as the publicist’s answer to those questions? Your reaction to their responses.