Public Relations – Cotter The Creative

What I Look for in PR Clients

My name is Dylan Thomas Cotter. I’m a proud gay trans man, and I’m also a publicist. Over the years, people have asked me what I look for when deciding whether to take on a PR client. The answer is layered, but it always starts with communication and values.

First things first: communication is non-negotiable. If you’re going to be represented by a publicist, we’re going to spend a lot of time going back and forth. Are you a good communicator? Are you a timely communicator? Do you honor your commitments and keep your word? Those things matter. A lot.

Next comes finances. Can you actually afford a publicist—for real? A strong relationship with the public, and with your publicist, requires honesty and transparency. If I’m putting in my time, hard work, and energy, I expect to be compensated fairly. That’s not negotiable.

Not every publicist bills the same way, and that’s a conversation we’ll have if and when it becomes relevant. But if you’re thinking about working with someone like me, start saving now. We’re worth the compensation.

Another major factor is conflict of interest. If I’m working with you, could there be a conflict with other clients I represent? Or a conflict with my own brand and values? That’s always something I take into account.

For me personally, social awareness, diversity, equity, and inclusion are essential. Let me give you an example. I once did a small discovery test project with someone I was considering working with long-term. During that process, I got to know their personality better—and I didn’t like what I saw. When the contract ended, so did my availability.

I often compare publicists to lawyers. There are ethical ones and non-ethical ones. I look at clients the same way. If you’re comfortable making jokes about different types of people in my presence, I’m not comfortable with that. Full stop. I will remove you from the possibility of ever working together again.

That’s not my brand. And everything a publicist does reflects not just your brand, but our brand too. If you’re going to bring outside drama that could affect my reputation, I’m not going to allow that. I don’t specialize in crisis PR, and I don’t want those kinds of clients. There are plenty of people who do that work—and they do it exceptionally well.

Let’s talk about finances again, because it’s important. Before you even set up meetings with a publicist, do your math. Know what you can realistically afford. That way, when money comes up in conversation, you’ll already know whether it’s feasible.

I love representing proactive people. I love clients who’ve been building their businesses for years and are thought leaders in their space. I also love working with people who are just starting out—but who are actively building, learning, and showing up for their brand.

When you hire a publicist, you don’t just hand everything over and disappear. You actually have to work more. You play a huge role in your own success, and that understanding is key for me when deciding to work with someone.

I also love representing businesses, especially pre-established ones. I always ask myself: Is this within my realm of interest? Is this something I’m excited about?

If you’re considering working with a publicist, look closely at the types of clients they usually represent. Some publicists stay in one very specific lane. Others—like me—thrive on diversity. We need it. It keeps our brains engaged and our strategies sharp.

So where do I focus most of my attention? Predominantly in entertainment, technology, fitness, fashion, and activism. I also work a bit in nonprofit, healthcare, and biopharmaceuticals, but my main lanes are entertainment, tech, fitness, and fashion. That’s my jam.

When someone is interested in being represented, one of the first questions I ask is: What is your definition of PR success? What are you hoping to gain? The answer tells me a lot about your goals and whether your expectations are realistic.

I’m also very clear about guarantees. The only guarantee a publicist can offer is effort. We cannot guarantee placements in publications. We’re not the journalists writing the stories, and that’s not how the media works. Journalists can’t even guarantee placements themselves.

What you’re paying for is your publicist’s time, expertise, strategy, and work. So instead of asking, “Can you guarantee coverage?” The better question is: What’s this publicist’s track record? Where have they successfully placed clients before? That gives you insight into how effective their pitching strategy really is.

For transparency, here are some of the outlets where I’ve secured placements:
GQ, Rolling Stone, Out Magazine, The Advocate, Pride.com, Inc. Magazine, Real Simple, Vice, KTLA, Reader’s Digest, Mashable, Yahoo News, Yahoo Life UK, Newsweek, Men’s Health, Betches, U.S. News & World Report, Women’s Health, Women.com, South China Morning Post, Truthout, The Manual, Curl Magazine, and GB News.

I’ve been busy.

That said, what I do for one client won’t look exactly the same for another. Every client has different products, services, back stories, and current events shaping their narrative. What matters most is the probability that when a publicist pitches, they get a conversion.

I have a high conversion rate because I pitch well—and more importantly, because I pitch strategically. That’s something you should always look for in a publicist.

Lastly, temperament matters. If you’re going to work with a publicist, make sure they speak to you with respect—because that’s exactly what we expect in return.

I hope this helps. Thanks for listening.

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About Rev. Dylan Thomas Cotter:

Dylan Thomas Cotter is a prominent gay transgender activist, PR expert, motivational speaker, and author known for his memoir Transgender & Triggering: The Life of Dylan Thomas Cotter, which details his journey through identity, transition, and resilience in Hollywood, appearing in major publications like Vice, Rolling Stone, Out Magazine, Inked Magazine, and Truthout. He leverages his extensive background in marketing and brand strategy across tech, entertainment, and fashion to amplify diverse voices and champion authenticity and self-expression.

Connect via: https://www.linkedin.com/in/lgbt/

dylantcotter777 In Credibility, Marketing, Public Relations

Authentic Thought Leaders Build Credibility Through the Press, Not Social

In a world obsessed with shares, likes, views, and transient virality, the most authoritative professionals understand something most others do not: true authority is not established on social media; it’s built within the press. If you seek to position yourself as an authentic thought leader in your chosen field, you must strategize like one. That means pivoting beyond the aimless chatter of social media platforms and concentrating your efforts on strategic visibility, earned visibility that arrives from being cited as a source, featured and profiled by credible media publications.

Credibility

Think about it, anyone can post on LinkedIn, Facebook, Instagram, TikTok, etc., but when Reader’s Digest, Rolling Stone,or Men’s Health quotes you as an expert in your field, it signifies something far more impactful: validation from a third party that the rest of the world already has confidence and trust in.

That is the nuanced yet crucial difference between self-aggrandizement and public notoriety. Social media provides reach, media placements provide resonance.

When your name is seen in media publications that are of high authority, it is important to note that, especially organizations with a substantial web domain authority partnered with editorial credibility, you not only obtain attention. You obtain trust. Trust in this economy is everything.

Using Press Mentions as an SEO Mastermind

If you’re a tactical and digitally savvy professional, you know that SEO is often overlooked by those who are not necessarily educated in online strategy, and that earned media placements support driving long-term optimal SEO performance.

Think of it this way: every time a respected press outlet cites you as a source and links to your website, you’ve gained a backlink from an existing web domain that Google already regards highly.

These premium backlinks are what you want as part of your overall SEO strategy because they inform search engines like Google, Yahoo!, Bing, etc. that, “hey, this person is someone of authority and value, they’re the real deal.”

Having a substantial media presence does way more than just make you look good in the media. It elevates you in web search rankings and ensures that when the public researches you (and trust me, people always do!), what they’ll locate is authoritative content, not insignificant internet content.

The Illusion Created by Social Media

Don’t get me wrong, social media is a valuable content distribution channel; however, it’s not where authority is established. It’s just where content is leveraged.

Only relying on social posts to cultivate thought leadership in your industry is like throwing a concert at your house; you may get some applause, but only from people who already know you.

Alternatively, media coverage puts you in the spotlight and on the main stage. It’s procured credibility, earned through strategy.

How You Can Start to Think Like a Publicist

If you’re intent on becoming a known leader in your profession, begin thinking as if you are a publicist, not an influencer. Let’s break it down:

Locate the correct publications. Pinpoint publications that your audience frequents that have a high web domain authority.
Build a substantial narrative. Ask yourself, what is my point of view? What is my story? Journalists cover ideas that bring them something of value, not just your resume.
Pointedly Pitch. Cultivate professional relationships with journalists and editors that provide value to their audiences and that make their jobs easier.
Amplify every press placement. After you’ve been featured, amplify your visibility across your brand properties. Allow your social brand presence to reflect your credibility in the press.

True Authority is Earned

Authentic industry thought leadership is not about being everywhere. It’s about being visible in the correct places.

While everyone else is chasing shifting algorithms, focus on recognition. In a digital world of endless chatter, the professionals who excel are those who comprehend the art of earned press and implement it not just to be seen but to be revered.

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About Rev. Dylan Thomas Cotter: With over fifteen years of expertise in PR and strategy, Rev. Dylan Thomas Cotter stands out as a strategic advisor for elite clients across entertainment, technology, fitness, fashion and beauty. His dynamic life experience enhances his ability to elevate brand messages and drive impactful engagement.

Dylan Thomas is proud gay transgender activist and author that has appeared in Vice, Rolling Stone, Out Magazine, The Advocate, Yahoo! News, Pride.com, Mashable, Inked Magazine, Truthout, Well Beings News and Newsweek that happily resides in the Hollywood Hills with his partner.

His memoir Transgender & Triggering The Life of Dylan Thomas Cotter is available now at Barnes & Noble, Harvard Book Store, Book Soup and Skylight Books amongst other fine retailers and is distributed worldwide through Ingramspark.

dylantcotter777 In Marketing, Public Relations

FORCED JOY: The Rise of Obligatory Cheerfulness in Corporate Branding Strategies & Its Shortcomings

A phenomenon is happening in corporate boardrooms. Across industries, I’ve spotted a strange (to me) strategic development: “forced joy.” Whether “moments of connection” at Starbucks, “capture joyful moments” at Tiffany & Co., or some other new policy, big companies want their people to cheer up customers in a branded way. But when the smile is compulsory and performed rather than felt natural, the cost can go beyond operational drag and reputational blips to brand burnout and employee disengagement.

Let’s look at recent examples and discuss why a forced joy policy can hurt a brand.

Starbucks: In Jan/Feb 2025, the coffee giant required baristas to write something on every to-go cup (positive affirmations, doodles, or even the customer’s name), as part of a branded drive for “moments of connection.” Business Insider
Tiffany & Co. (in the comment sections): Luxury retailer Tiffany added a “behavior” for staff called “capturing joyful moments” this year. While not as public as Starbucks, online commentators saw a clear parallel as staff were expected to participate in Tiffany & Co.‘s “Tiffany Joy” app which backfired, evolving into a source of frustration as employees faced increasing pressure to engage, highlighting broader challenges in the company’s culture and sales strategy.” Business Of Fashion

Companies in the middle have also joined this cheerleading army (sometimes called “forced positivity”), such as Walmart (behavioral standards, including “seeking” joy), Pizza Hut (micro-behaviors including “smiling”), Airbnb (mission of spreading joy), Baskin-Robbins (“dropping smiles”), and others.

As companies mandate more joy in employee-customer interactions, it’s important to understand that an emotional performance doesn’t come cheap:

Employee burden. The cost is paid by the employee. It’s well known that any forced emotional dissonance has a cost, contributing to employee burnout and turnover.

Erosion of Trust. If you “fake it ’til you make it” with your customers, some of them will notice and feel you’re phony.

Brand Dilution. If every brand is forcing joy, or using it as a performance metric, a critical element of brand differentiation is lost. The effect is more sameness rather than brand equity.* Process Inefficiency. Do you, as a service brand, mandate a scripted behavioral performance while not allowing adequate time or other process efficiencies to ensure throughput and speed?

PR Downside. If employees feel compelled to perform joy, or if a customer reports the policy rather than a joyful intent, your public relations reps will get feedback such as, “Why would anyone hire you to do that?” and other awkward moments. Are you reading this and thinking, “but people really do love it when companies ‘inject joy’ or offer personalized connections?” I get that. But no service is a million-dollar-a-day performance unless your service processes (ex: staffing, skills, speed) have backed it up. However, if all you’re offering is a policy of joy via mission statements, performance goals, or other cheerleading obligations, then you’ve not gone deep enough.

The lesson here: marketing + pr = emotional & operational authenticity.

A Deeper Joy:

Here’s the prescription for offering meaningful customer moments:

Operate authentically with your employees and customers. If employees can feel their own joy, humanity, authenticity, and warmth, so can customers. The brand vehicle is not positivity or smiling; the brand vehicle is the meaningfulness and human-ness.

Invest more than “human” emotion. The staff at the sharp edges (retail, food and beverage, hotel front desk, bank tellers, field service reps, etc.) want to feel like human beings, not corporate robots following mandates. Create the emotional infrastructure to back up your performance expectations.

Don’t ask your customer-facing teams to offer inauthentic performance. You don’t hire and train all that talent to make the customer think you care. Allow the customer-facing teams to be their actual, authentic selves.

Measure emotional value, not actions. You don’t measure success of a show of “moments of joy” with customer visits or to-go cup purchases. You measure success by value: “Did the customer leave the exchange feeling seen?” “Did the employee leave the exchange feeling like they were able to use their gifts and skills?”

In Conclusion:

A decade ago, a McKinsey researcher warned about over-engineering the customer experience: “The challenge with customer experience, then, is in the opposite direction: the risk of pushing ‘customerization’ too far.” Great insight. The same applies to cheerleading corporate initiatives.

Done well, authenticity and employee-customer empowerment ring truer than a million smile grams. Happiness on demand? As McKinsey says, it’s only “feel-good, short-termism,” and that’s a view I support.

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About Rev. Dylan Thomas Cotter: With over fifteen years of expertise in PR and strategy, Rev. Dylan Thomas Cotter stands out as a strategic advisor for elite clients across entertainment, technology, fitness, fashion and beauty. His dynamic life experience enhances his ability to elevate brand messages and drive impactful engagement.

A former adult entertainer, Dylan Thomas is proud gay transgender activist and author that has appeared in Vice, Rolling Stone, Out Magazine, Yahoo! News, Pride.com, Mashable, Inked Magazine, Well Beings News and Newsweek that happily resides in the Hollywood Hills with his partner.

His memoir Transgender & Triggering The Life of Dylan Thomas Cotter is available now at Barnes & Noble, Harvard Book Store, Book Soup and Skylight Books amongst other fine retailers and is distributed worldwide through Ingramspark.