Are you like me and struggle when it comes to publicity or do you not have the energy? Have you considered hiring a publicist?

A publicist is paid to sing your praises from the roof tops to the press but also consult with you on every aspect of your business. The most imporant thing a publicist can do, is develop your marketing strategy.

A publicist will want to present your products to their contacts every season so you will need to be prepared and committed to delivering an agreed quota. You need to ask yourself if you are really ready for major recognition and the sales (and production) this will bring - I know I'm not just yet but Butterfly-Crafts will be one day! Finally, and most importantly, can you even afford one?

Remember you are hiring a publicist for their expertise and contacts and this unfortunately does not come cheap. On top of their monthly fee, you may also have to pay out for their telephone calls, postage and copying costs. You will still have to create your press kit and advertising because although the publicist can advertise you, they are not necessarily a graphic designer.

If you do decide to take the next step in marketing and hire, choose carefully and pick someone you have a good rapport with and who you feel will represent you well. Do your research with different companies and ask fellow store owners for their contacts. But, when it comes to signing that contract, put your expectations in writing and stay in contact.

It is really important to realise that a publicist can be selective about who they choose to work with. Like all of use, they will want a client who is easy to work with and whose talents and skills they truely believe in as you are likely to be committed to a minimum contract.

One thing to bear in mind with a publicist however is that the results are cumulative so you may not see immediate results but when they do start, they are likely to snowball!