In a recent LinkedIn post, Justin Oberman breaks down the common misconception that a publicist is simply someone working in public relations, arguing instead that the role encompasses a much broader and more nuanced set of functions. Oberman identifies five distinct types of publicists, each with unique skill sets and objectives, moving beyond the traditional understanding of PR.
Oberman begins by challenging the conventional view, stating:
Most people think a publicist is someone who works in public relations. It’s not. There are 5 types of publicists.
This foundational statement sets the stage for his detailed exploration of these different publicist archetypes.
Understanding the Five Publicist Archetypes
Justin Oberman meticulously categorizes publicists into five main groups, offering a clear framework for understanding their specialized roles:
1. Reputation & Crisis Managers
These publicists are described as “fixers,” akin to Winston Wolf from Pulp Fiction, tasked with managing “perception warfare.” As Oberman explains, they protect clients during significant challenges such as legal proceedings, reputational scrutiny, or public backlash. He further divides this category into two sub-types: those who shield clients from the press and those who strategically leverage or even exploit situations through indirection.
2. Story Seeders
This group focuses on transforming information into compelling narratives that can be transformed into news. Oberman differentiates between those who rely heavily on traditional media connections and press releases and a more dynamic subset. These “exciting ones,” as he calls them, often operate outside traditional media channels to reach audiences in fragmented digital spaces, demonstrating a more modern approach to media engagement.
3. Arts & Entertainment Publicists
Specializing in sectors like theatre, music, and festivals, these publicists aim to build “buzz” and drive sales. Their effectiveness stems from a deep understanding of cultural trends and established media networks. Oberman notes that while some act more like managers, the most effective ones “know how to use fame to create more fame by any means possible.”
4. Corporate & Brand Publicists
Oberman identifies this as the most common type seen on LinkedIn. These individuals act as strategic advisors for larger institutions, focusing on brand relaunches and managing corporate communications during complex transitions. He distinguishes between “Press releasers,” who primarily rely on their connections and press releases, and “creative and earned media strategists” who approach their work with a mindset more akin to promotion than traditional public relations.
5. Stuntsters/Publicity Agents
Inspired by figures like P.T. Barnum, these publicists orchestrate grand, attention-grabbing events to generate significant fame and “theatre.” Oberman humorously categorizes these into “Those that can pull it off. And those you cannot,” highlighting the high-stakes nature of this approach.
The Distinction Between Publicist and Public Relations
Oberman dedicates a section to clarifying the role of traditional public relations professionals. While acknowledging their value, he positions PR as primarily reactive. According to Justin Oberman:
PR is great for managing your public relations with the press. They are really good at taking the news you have already made and getting coverage for it.
He suggests that the best PR professionals might also be Story Seeders, but emphasizes that the core differentiator lies in the proactive nature of a publicist’s role.
Making News vs. Reporting News
The central thesis of Oberman’s post is that a publicist’s primary objective is not merely to report existing news but to actively help clients *make* news. He addresses potential semantic arguments, clarifying that while PR professionals can help get existing activities covered, a true publicist is instrumental in generating excitement and attracting media attention proactively.
But a publicist’s main job is not just to help yoy report the news; it’s to help you make the news.
Oberman concludes by encouraging individuals seeking to enhance their visibility and attract press attention to use the precise term “publicist” when searching for such services. He even self-identifies his own niche within this spectrum, stating, “I am a stunster story-seeder publicist, in case you’re asking.” This detailed breakdown offers valuable insight for businesses and individuals looking to strategically enhance their public profile.
📝 About This Content
This article is based on insights shared by Justin Oberman on LinkedIn.
📅 Originally posted on April 19, 2026 | View original post on LinkedIn →