Publicists are professionals who work to ensure that a company develops and maintains a positive image in the public. They work with media to achieve this and usually work for public relations agencies. They are also expected to cultivate a company’s image in a manner that projects it as a brand more than just a mere company.

Publicists are usually hired as an intermediary between their clients and the media. They are expected to push promos and other high value coverage within top-tier business media outlets. They also schedule events for positive media projection and may review and edit press releases, fact sheets and media briefings.

With technology boom at its best since the previous decade, publicists oversee email marketing, social media interactions and other promotional initiatives including photo shoots and interviews depending on the clients that they are working for.

Publicists are highly creative and extremely outgoing people as their work demands it. Since they mostly work on several projects at the same time, they need to be proactive and responsive to change.

On a broader scale, they participate in strategizing innovative publicity campaigns for optimum positions. They usually work in tandem with the public relations department in order to achieve this. Since this position requires a lot of communication, a person’s communication skills in writing and speaking need to be extremely good. Another important part of a publicist’s job is to maintain data warehouses and conduct and assist in the planning of training activities for other people aspiring to work at this position.