There's a misalignment of incentives, though. Hiring a PR person is different from signing a contract with a promoter/publisher/marketing partner. The PR perso

There's a misalignment of incentives, though. Hiring a PR person is different from signing a contract with a promoter/publisher/marketing partner. The PR person wants to be noticed by journalists. They get paid the same regardless of how much money the creative makes. But their next gig depends on being noticed by journalists. The marketing partner wants to sell lots of whatever it is that the creative makes. They're on a % of sales (or more usually, it's the other way around and the creative earns royalties based on sales). They need to build an interested audience that they can then market to for other creatives.