What Makes a Good Publicist? "Chronicles of a Hollywood PR Rookie"

So now that I am this Hollywood hotshot (YEAH RIGHT) and I work for this fantastic public relations firm that represents some of the world's most popular consumer brands and Hollywood talents, you might be wondering ... why only after two months on the job am I able to tell you ‘what a good publicist is.’ Two things: I find a learning experience in almost everything and first impressions are key. I will use the last several months of an Emmy campaign (We WON!), brand promotion and a book release to guide my exposition. All of these campaigns have several key features in common:

Communication:
1.) Communication between the publicist and their client.
2.) Communication in the office between the publicist and his or her staff.
3.) Communication between the client and his, her or their publics.

There needs to be constant dialogue on all ends of the spectrum in order for the right “message” or “story” to be conveyed to the public. It begins with the publicist having constant contact with his or her client in order to come up with the proper content. It is then that the publicist and his or her team meet to draw up the plan of action (Who, What, Where, When, Why and How). The back and forth continues until the story hits the press.

Content is King: Sculpting the message is really the art of the process. How do you want each independent outlet to respond to a story that may be different, but still maintains a singular message? How will these outlets convey distinctive pieces so that reader will return every week to get the scoop? Similar to a game of Risk, it takes strategy to conquer and win the game...of publicity.

Connections/Networking: As with most things in life, it is “who you know” that will help guide your professional journey of choice and could make your life easy or a living hell. Having friends in every place, whether high or low, left or right, is very important because you never know when you will need to ask for a favor. Whether you need your story printed on the front page of the Lifestyle section of The New York Times or arranging and interview on “Conan,” if all you know is the guy from Papaya King, you will only be getting a decent hot dog out of your day. Take the slogan from one of the best animated films of all time to heart “You’ve Got a Friend in Me,” and put it to good use.

Trust/ Friendships: If you think the agent or manager really has the careers of their clients in the palm of their hand, think again. :) (Evil laugh) Friendships are built on trust. If you have been honest and hard working, then the door will always be open in the future. When you lie, you will always get busted.

Happiness: Think of the “Happy Wife, Happy Life” scenario. PR really isn’t much different. While at times there may be animosity and long nights that turn into mornings (get your mind out of the gutter), it is the hard work that turns a successful project into gratification, not only for the client, but the publicist as well. Hey, maybe they may hire you again for their next project or spread the word to their wealthy friends.

Let’s chat, come up with a story, build trust and become friends and make each other happy.... sorry, I get that every day at AEFPR.

Next week: "It's PR not ER."