In this episode of What She Does, music publicist Melissa Dragich breaks down how the music industry—and the role of publicists within it—has fundamentally changed. From the decline of traditional music journalism to the rise of digital platforms like TikTok, Melissa shares how publicity has evolved in a post-COVID world.

She discusses building long-term client relationships, balancing career and family life, and why adaptability is now an essential skill in entertainment PR. Melissa also reflects on the growing role of digital marketing and AI in publicity—while making the case that relationships will always remain at the core of successful PR.