Written by Jennifer Delgado, Co-Founder of Moda PR
Behind every talent, there is a crucial, not so visible partnership: agent and publicist.
When this duo works together, careers can skyrocket; but when it doesn’t, even the most talented individuals can stall.
But what makes an agent/publicist relationship truly successful?
Understanding the Roles
Firstly, it’s super important to clarify the roles both play.
An agent or manager’s primary job is to manage commercial opportunities. Securing deals, negotiating contracts, and guiding the talent’s career trajectory. Agents work on a commission basis.
A publicist, on the other hand, focuses on reputation and visibility: crafting the narrative, securing media coverage, and managing the public-facing story. Publicists will typically charge a monthly retainer for their services.
Overlap exists. Both must align 100% on strategy, messaging, and timing. Without that alignment, mixed signals can harm both the talent’s career and their public image.
Traits of a Strong Partnership
A successful agent–publicist relationship is built on several key traits:
Mutual Respect and Trust
Trust is non-negotiable. Agents need to respect the publicist’s expertise and media strategy, just as publicists need to trust the agent’s judgement in career decisions. Overstepping or questioning each other publicly can undermine both roles and the talent’s confidence.
Clear Communication
Regular, transparent communication prevents misunderstandings. Whether it’s a new project, a potential press opportunity, or a career pivot, both parties need to be on the same page. Weekly or bi-weekly check-ins can make a huge difference. Most of the time, we like to use a whatsapp group to send regular updates with a wider email update at the end of the month followed by a milestone call.
Aligned Goals
Both agent and publicist should share a long-term vision for the talent. Short-term wins like a single press features or deal are great, but a sustainable career strategy requires alignment on milestones, brand positioning, and personal development. Quality over quantity always!
Complementary Strengths
A great partnership leverages each person’s strengths. The agent identifies opportunities; the publicist shapes the narrative around those opportunities. When each respects and amplifies the other’s skill set, the results are exponential.
Flexibility and Problem-Solving
The entertainment and talent industries are unpredictable. Deadlines move, projects pivot, or crises arise. A successful duo adapts quickly, communicates openly, and finds solutions without blame.
Common Challenges
Even the best partnerships face hurdles, and it’s really important to make sure those are dealt with swiftly and efficiently. We’ve faced so many challenges, but most of the time these are the most common.
Misaligned Priorities: When the agent is chasing deals and the publicist is focused on media coverage, tension can arise. Without alignment, one can feel that the other isn’t pulling in the same direction, whether that’s prioritising commercial income over media coverage, or vice versa. Finding a shared vision early on avoids unnecessary friction.
Overlapping Boundaries: Stepping into each other’s areas of expertise can create friction if not handled diplomatically. Of course, collaboration and overlap in creating success is powerful, but there’s a fine line – overstepping on either side is playing with fire. Respecting roles while staying open to input ensures the client gets the best of both worlds.
Poor Communication: Lack of transparency leads to missed opportunities or conflicting messaging. Even the simplest things like not sharing diary dates, neglecting to flag sensitive conversations, or leaving someone out of the loop can create chaos. Complete, consistent communication ensures both parties can move in lockstep.
Recognizing these potential pitfalls early and addressing them honestly helps prevent long-term damage. Have the difficult conversations early on that make sure you’re off to the strongest start possible.
Tips for Building a Strong Agent – Publicist Partnership
Here are some practical ways to strengthen the relationship:
Set Expectations Early: Define roles, responsibilities, and boundaries from the start.
Check In Regularly: Schedule consistent strategy meetings to stay aligned on goals and messaging.
Celebrate Wins Together: Sharing successes builds morale and reinforces teamwork.
Share Challenges Openly: No one benefits from hidden frustrations or silent disagreements.
Keep Talent First: Every decision should prioritize the career, wellbeing, and brand of the talent.
The agent–publicist relationship isn’t just a support system, it’s a career multiplier. When built on trust, communication, alignment, and respect, it can elevate talent to opportunities they might never reach alone. For agents and publicists who invest in their partnership, the results are clear: stronger brands, smarter opportunities.
Is Your Agent – Publicist Relationship Healthy?
Use this quick checklist to see if your partnership is working:
Mutual Respect: Do you trust each other’s expertise and value each other’s input?
Regular Communication: Are you having consistent check-ins to discuss strategy and opportunities?
Aligned Goals: Do both of you share the same long-term vision for your career?
Clear Boundaries: Are roles and responsibilities clearly defined and respected?
Collaborative Problem-Solving: Can you handle challenges together without conflict?
Celebrating Wins: Do you acknowledge and share successes as a team?
Talent-Centric Decisions: Are your decisions always prioritising the talent’s brand and growth?
Tip: If you tick less than 5 of these boxes it may be time to reassess and reset expectations, or call MODA PR.
