Publicist
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A publicist is a person whose job is to generate and manage publicity for a company, a brand, or public figure – especially a celebrity – or for work or a project such as a book, film, or album. Publicists are public relations specialists who maintain and represent the images of individuals, rather than representing an entire corporation or business.[1] Publicists are also hired by public figures who want to maintain or protect their image.[1] Publicists brand their clients by getting magazine, TV, newspaper, and website coverage. Most top-level publicists work in private practice, handling multiple clients.
The term publicist was coined by the
Description
In the world of celebrities, unlike agents or managers, publicists typically take a monthly fee for serving a client (whereas agents and managers tend to take a percentage of their client's gross income). Publicists can be on a local, regional, or national level. For example, a small restaurant seeking only local publicity would want a local publicist – whereas an author seeking nationwide visibility would want to search for a national publicist.
One of the publicist's main functions is to generate press coverage on behalf of their clients and serve as the bridge between clients, their public, and
Some publicists specialize in representing ordinary members of the public to procure the maximum possible fee for stories they wish to sell to newspapers, television stations, and magazines. Several publicists have now sprung up on the internet and work as media agents gaining members of the public multiple deals with publications.
Types of publicists
- Press representative
- Public relations publicist – manages the public image of a client or a work of art such as a film.
- Special publicity consultant
- Unit publicist – The unit publicist brings attention to the production phase of making a film or other work of art by organizing media kits, sending out press releases, and arranging media visits to the production.
- Media agent – liaises between the ordinary person (interviewee) and publications or TV to 'sell' their story.
Role of publicists
The main role of publicists is to get good press coverage for their clients. One way that publicists can do this is by sending press releases to journalists. A press release is written like a news story; including a headline, and attention grabbing quotes. However, because of the high traffic of e-mails, today, many press releases sent by publicists are lost within the other e-mails that journalists receive.[1]
Publicists tend to have good working relationships with journalists, TV news producers, and producers. In order to have these relationships, publicists usually network with these media professionals.[1] To protect a client's image, publicists will often ask journalists what questions will be asked during interviews to prevent any surprises and discussion of any unwanted topics.[1]
Publicists determine how to manage a person's or brand's image by what is being said about them in the media.
A typical day for a publicist consists of being on the phone, networking through e-mails, and can make themselves available at all times of the day for when conflict arises.[1] Out of the office, publicists go to gatherings to network with media professionals.[1]
Skills used
Publicists are usually skilled writers, as well as motivated to promote individuals.
Publicists in the Hollywood industry
Hollywood publicists create and manage relationships between film stars and the array of other media channels through which the identities of stars are circulated. Stars have a dual relationship with publicity, for they publicize films but also, and importantly in the
Compared to channels of paid advertising, publicity generates exposure which is relatively "free". Publicity is at work whenever stars make personal appearances at press conferences or film premieres, give television interviews, are displayed on magazine covers, or allow the press to cover a private event. Independent publicists include Hollywood stars and studios as their clients, alongside corporations and individuals from the worlds of entertainment, sports, finance, technology, retailing, and other business sectors.[6]
The role of a publicist in Hollywood has changed and has become more challenging in recent years. With the enormous increase of entertainment news outlets such as
Salary
The average salary for a publicist in the United States is about $45,000 per year.[8] However, celebrity publicists' salaries can vary depending on the clientele they cater to.[5]
Salaries for corporate PR specialists by experience
- Entry level (0–5 years): $29,029–57,737[3]
- Mid-career (5–10 years): $35,818–76,758[3]
- Experienced (10–20 years): $35,372–96,507[3]
- Late career (20 years+): $34,786–154,954[3]
See also
- Press agent
- Promotion (marketing)
References
- ^ a b c d e f g h i j k l m "How Publicists Work". 2008-09-05.
- ^ Samson, Steven Alan. "Francis Lieber on the Sources of Civil Liberty". 9(2) Humanitas (1996). Retrieved 12 May 2011.
- ^ )
- ^ "Learn About Publicists and How What Relationship They Have with Press". The Balance. Retrieved 2018-03-28.
- ^ a b "Celebrity Publicist: Salary and Career Facts". Retrieved 2018-03-28.
- ^ McDonald, Paul; Wasko, Janet (2008). "The Star System: The Production of Hollywood Stardom In The Post-Studio Era". The Contemporary Hollywood Film Industry. Malden, Massachusetts: Blackwell Publishing. pp. 173–175.
- ^ Siegel, Tatiana (2010) "PR: the first line of defense?", Variety. 420(1). 1–25
- ^ "Publicist Salary". www.payscale.com. Retrieved 2018-03-28.
- Wignall, Alice, The Guardian, 18 August 2008: "Wanted: real-life Shirley Valentines"