Publicist vs PR Agency: Which One Is Right for Your Goals?
11 Sep 2025, Deya Bhattacharya
11 Sep 2025, Deya Bhattacharya
By now, everyone knows that the biggest part of building a brand is having a great story to tell. And when your brand has just made a big leap, such as by securing a new round of funding or hiring a major industry player as CTO, news outlets and audiences alike will be keen to hear that story. The question is — who do you pick to share that story on your behalf? A publicist who’s worked with big industry leaders and can all but guarantee you a feature on publications like Inc42 Media? Or a PR agency that handles your overall communication strategy and brand reputation?
The short answer: both can work. It depends on how much you’re looking to promote your overall brand versus a specific leader or core service, and what your long-term goals are. In that context, it’s helpful to understand what the difference is between a publicist and a PR agency, and what to keep in mind when signing a contract with either.
What is a publicist?
A publicist is an individual executive also referred to as PR freelancers at times, who specialises in getting media coverage and handling brand image for their clients. They tend to have strong relationships with journalists and media houses and can thus match your brand story to the outlet that will serve it best. A publicist, essentially, is like your dedicated media liaison, working closely with you to get the exposure you need. Publicists are often the partner of choice for celebrities, authors, public speakers, subject matter experts, or businesses seeking targeted media coverage for a specific campaign.
What is a PR agency?
In a PR agency, you’re working with a team of people rather than just one person. This team works together to manage the full spectrum of your communications and PR needs, beyond just news coverage or media buzz. A PR agency typically takes a long-term approach to its activities, focusing on crafting an overall strategy and positioning for your brand before executing any campaigns. PR agencies are the partner of choice for established companies and brands that need consistent communication support across channels.
Key differences in what they do
From the definitions above, the main distinction becomes clear — a publicist focuses on media relations and optimised brand coverage, while a PR agency offers a broader range of services including content strategy, social media management, digital marketing, and reputation management.
Let’s take a closer look at the differences between the two:
Considerations when choosing between a publicist and a PR agency
Both publicists and PR agencies can do a lot for you — as long as you choose wisely. We recommend going with a publicist if:
On the other hand, we recommend going with a PR agency if:
Final Words
Your brand’s needs will change as you grow, and as that happens, your PR needs will evolve too. A publicist can be invaluable during those early days when you want to generate buzz about your brand and position yourself as a founder to watch. But as you transition from “startup” to “established brand”, you’ll likely benefit from comprehensive agency support on brand positioning, channel management, content strategy, and crisis management.
Either way, the goal is to choose a PR partner who understands your story intimately and gives it the space it deserves, both as it is today and as it grows. At Star Squared PR, that’s the approach that underpins every strategy we work on. Over the last decade, we’ve worked with hundreds of companies at different stages of growth to tell the stories they wish to tell. We’re always keen to work with new brands across spaces — if you’d like to know more, schedule your free consultation today.
