What is publicity? Here is one definition of publicity. Here is ours: Publicity is the act of getting exposed to the public via (hopefully) reputable outlets. Whether you're DIY or you've hired a publicist, the press attention you can garner will carry much more weight than an advertisement. If you can get an editor to include you in a publication, a writer to review your album, a paper to preview your show, a music supervisor to include your song in a show, a blogger to praise you and link to your page, etc, then you are effectively handling one aspect of promoting your music. Don't stop there, though - publicity alone cannot sell records. Tour, flyer, and try to get your songs played on the radio. (sub question: Do you handle radio? Beyond nationally syndicated programs? No. I know some good people who do, though. Ask me about it.)

Why should I hire a publicist? The career of publicist exists because it's a finesse job and very time-consuming. A lot of research and writing are involved, and publicists make a living out of building relationships with critics and tastemakers- relationships ideally built on mutual respect. If you are someone who has the time and energy and communication skills to deal wtih writers on your own, then do it. If not, hire a publicist.

When should I hire a publicist? Bands can usually handle their own publicity at the very beginning. If you are just starting out and only playing shows locally, invite local writers to your shows, send them samples of your music, meet your fans and network. DO NOT overdo it with writers, though - be sensible about how often you call or write. You don't want to scare them away. Once you have an album, or you're ready to branch out and play out-of-town shows, and you don't have time to handle the publicity yourself, call a publicist.

What am I paying for? When you pay a publicist, you are not just paying for her time, you're also paying for expertise and access to the network she has worked hard to build. You're paying a publicist to remember which writer likes which type of music, what size t-shirt this one wears, the name of the club where that one's cover band has their weekly gig. You're paying a publicist to be on the phone or computer constantly promoting your band, even when she is out at the bar on a Friday night. At least that's what you get when you're paying Yarrr!, and you're getting a good deal.