When you ask your top publicist candidate or candidates for references, also ask for the contact information for any client that fired them before a project was completed. You want to know if it was because the client was unhappy with the results of the project, such as too few media placements, which will reflect poorly on the publicist. Or whether it was because the publicist had what the client called “outlandish” ideas that the client didn’t agree with. If it’s the latter, ask for specifics. It could be that the publicist has a creativity streak that wasn’t a good match with a conservative client—but might be a good match with you.

Also listen closely for “disagreements” between the client and the publicist over the way certain things should have been done. Some clients think they know more about publicity than the publicist. These know-it-alls should save everyone a lot of grief and just do the job themselves.

After you have checked references, it’s time to choose your Number 1 candidate. Use the handy chart in How to Hire the Perfect Publicist to assign points to the categories in which your top candidates will be judged.