In an industry that often measures success by the number of headlines generated, it's easy to assume publicity is simply about getting as much attention as possible. Dulcedo publicist Chloe Bonnet sees it differently.
"The biggest misconception about PR is that more coverage automatically means better coverage," she says. "Our job isn't to chase every opportunity. It's to identify the right story, find the right audience, and make sure every piece of coverage supports where a client's career is going, not just where it's been."
Whether representing athletes, creators, entertainers, or entrepreneurs, Chloe approaches every campaign with the same question: Will this opportunity still make sense six months, or even six years from now?
That long-term mindset shapes every decision, from choosing media partners to determining when not to pursue coverage at all.
Great PR Starts With the Right Story
One of the biggest challenges in publicity is introducing audiences to a new chapter in someone's career.
Take Miranda Hope's transition into music. While many people first knew her through television, the goal of the campaign wasn't to convince audiences she was suddenly a musician. It was to tell the story authentically: music had always been part of her life.
Rather than pursuing every available interview, the strategy focused on outlets and platforms that naturally aligned with her audience and the country music community. Each opportunity served a different purpose, creating a rollout that felt intentional rather than repetitive.
"The best campaigns don't just generate attention," Chloe says. "They build credibility."
Publicity Is Built on Credibility
Credibility is one of a publicist's most valuable assets, and it's earned over time. Strong media relationships aren't built by sending hundreds of emails. They're built by understanding how journalists work, respecting their editorial process, and consistently being responsive, accurate, and reliable.
"The best media relationships are built on credibility," Chloe says. "Whether a story moves forward or not, journalists should know they'll get accurate information, timely responses, and honest communication. That consistency builds trust over time."
Knowing When to Move Quickly
Not every campaign is planned months in advance. Some of the strongest opportunities begin organically, and success comes from recognizing the right moment.
When creator Emma Willman unexpectedly went viral because of her resemblance to football star Erling Haaland, Chloe saw an opportunity to elevate the conversation beyond social media.
Rather than treating it as another viral trend, the focus became finding an editorial angle that would introduce Emma to a broader audience while remaining authentic to the moment. That approach led to international editorial coverage and demonstrated how thoughtful strategy can turn cultural momentum into lasting visibility. "Speed matters," Chloe says. "But strategy matters more."
The Bigger Picture
Publicity doesn't exist in isolation. The strongest campaigns happen when publicists, agents, managers, brands, and talent are aligned around a shared vision for what's next.
At Dulcedo, that means looking beyond individual announcements and helping shape long-term narratives for talent across sports, entertainment, fashion, gaming, and digital media.
"Every headline should move a career forward," Chloe says. "If it doesn't, it's probably not the right headline." For Chloe, that's the real measure of successful publicity, not creating the loudest moment, but building the kind of reputation that lasts long after the news cycle moves on.
