YouTube PR: How YouTubers Can Be Their Own Publicist

First things first, I'm not entirely sure that a lot of YouTubers have publicists like they have agents or managers. However, even though agents or managers might have communications/public relations skills, there's a lot of things that YouTubers need to know if they're going to be their own publicist. 

What Is Public Relations?

Many people get confused between marketing and public relations. Well, marketing is sales-oriented while public relations (publicity) is more awareness-based. It's changing public perception or increasing public awareness. What a publicist does is increase your awareness. For example, if you're a YouTuber who is about to release a film, you definitely need to hire a publicist. However, what about smaller projects such as a short film or a self-published book? Here's what you need to know!

How Can I Be My Own Publicist?

Social media is needed in PR and it is crucial for any brand, including YouTubers. So, what can you do? Of course, you know about cross-promotion, but instead of using the title of a video or describing the video, create messages that draw the audience in. At the end of the day, most of your own public relations work will be leaning on social media. That means using the right hashtags, the right messages, and the right links and @'s.

Another tip is to don't be afraid to reach out to different media outlets. This is especially true if you don't have an agent or manager. A lot of agents are able to get YouTubers into VidCon, SXSW, or Playlist Live, but what if you're not affiliated with a network? You might think you need a publicist to help you out with this and that very well may be true. However, you can reach out with a good media pitch. I know this seems intimidating, which is why I think many YouTubers need a publicist that has the connections they need. BUT it can be done if you're still starting out with your YouTube channel!

When Is A Time When I Need A Publicist?

I think there will always be a time when a YouTuber needs a publicist no matter how big they are. However, I think when scandals come to light, YouTubers definitely need a publicist. That being said, if a YouTuber found themselves in a crisis, they need to respond immediately. This means quickly but carefully crafting a statement as soon as they can. This statement can be something that reads as such:

It has come to my attention that I have been accused of ___. In regards to the allegations, I am taking them very seriously and I promise to make further comments when all information has been made available.

This is what we call a holding statement. From there, depending on how big the issue is, a YouTuber definitely needs a publicist to get them back on track and in their fans' good graces. If it's something that involves a possible lawsuit, the YouTuber might want to also speak to a legal consultant. 

Since I am highly interested in crisis communications, I would advise a YouTuber who is reaching notable numbers to sit down with a PR consultant to draft a crisis plan. It's so important to have one. I see YouTubers get themselves into scandals all the time and although they may bounce back, it is the initial handling of the crisis that will be memorable. So, I would always advise people to have a crisis plan put in place just in case because otherwise, you could look incredibly unprofessional or unorganized.

More importantly, public relations isn't about duping your audience. It all starts with you. Check out my analysis on the Logan Paul and TanaCon situations. Yes, Logan Paul had better PR than Tana, but I think both handled their situations quite poorly.

Visit the Walden PR Blog for more public relations and crisis communications content.

Photo by Roman Kraft on Unsplash