Working in the entertainment industry is a team sport — but increasingly, publicists and agents find themselves playing every position on the field while the artist stays on the bench.
We’ve all encountered the type: talented, passionate, full of potential, but utterly silent online. They refuse to post, ignore their blog, and treat their website like a forgotten storage unit. When it comes to self-promotion, they’re missing in action — and guess who’s left carrying the load?
Us. The PRs. The agents. The ones tasked with building an audience from shadows.
The Myth of "Leave It to My PR"
Let’s be blunt. A publicist can secure coverage, build press kits, pitch to media, and craft stunning campaigns — but without the artist’s buy-in, it’s all half-baked.
Why?
Because authenticity sells. In today’s landscape, people don’t just want the music, the art, or the performance — they want access. They want to know you. What you stand for, what your day looks like, how you think.
And that can’t come from a press release.
A publicist can get you in the room, but if you’re mute on your own platforms, you’ll leave your audience (and potential collaborators) cold.
Social Media Silence = Missed Opportunity
Let’s be clear: posting once a week isn’t a herculean task. A simple photo backstage. A lyric that resonates. A 30-second clip in the studio. These glimpses create momentum. They build trust. And they feed the very press and booking opportunities your PR is trying to attract.
If you're not showing up in your own digital space, why would others invest in your story?
The PR/Artist Partnership Is a Two-Way Street
The most successful campaigns are built on collaboration. When an artist actively shares, engages, and amplifies, the publicist can focus on higher-level strategy: media coverage, speaking opportunities, brand partnerships.
But when the artist ghosts their own platforms, the PR becomes a ghostwriter, content creator, community manager, and motivational speaker — on top of their actual job.
What We Wish Artists Knew
• You are your brand. If you won’t show up for it, why should anyone else?
• You don’t need to be perfect, just present. Fans crave connection, not polish.
• Inaction delays results. Every day you don’t engage is a missed chance to build your audience.
• PR is an amplifier, not a miracle worker. We can't sell a product you won't promote.
A Note to Artists
If you’re serious about growth, you must meet your PR halfway. Think of it like this: we’ll open the doors, but you’ve got to walk through them. Be seen. Be heard. Show the world what makes you different — not just through your work, but through your presence.
Because no matter how good your team is, no one can build your brand for you. We can only build it with you.
Need help learning how to show up online in a way that feels authentic and manageable?
Let’s talk. The Entertainment Bureau offers content coaching and digital strategy sessions to help artists stop hiding and start building.