Description Of A Publicist
Staying in the public eye often requires a lot more than ability, talent or even 15 minutes of fame. Actors, athletes, writers, rockers, senators and celebrities all know that a good publicist does more than send out press releases and set up photo shoots. He works effortlessly to cultivate an image that becomes a brand and persona that perseveres for years.
Liaison
The primary mission of the publicist is to be the intermediary between her client and the media. Whether she’s keeping the paparazzi at bay when her client falls off the wagon at a glitzy nightspot, or pushing a promo for a new product her client endorses, it’s the job of the publicist to be both buffer and link between her client and the press.
Media Guru
Cultivating a relationship with the media is imperative to the success of any publicist and any client for whom he works. The publicist needs to know who the important media players are, how to reach them, what types of stories they will and will not cover and what sort of quid pro quo will keep the relationships relevant.
Consultant
A good publicist doesn’t merely take the client “as is” and send her to the media wolves. Instead, a publicist uses his expertise and knowledge to counsel the client on ways to polish and improve a talent and an image.
Writer/Blogger/Tweeter
Publicists produce press releases, Facebook posts, blogs and tweets. If they’re not writing the stories themselves, they are assuring their coverage in newspapers, magazines, television and social media. They enlist freelancers and send news tips to media outlets–anything necessary to get out their message and their client’s image.
Image Maker
A good publicist-client relationship is a long-term one. The publicist considers the person a product and is ever mindful of ways to fit and improve the brand image. Whether to build or repair an image, the publicist is always looking for the next story, cause or photo op to boost his client’s visibility.
Campaigner
Publicity campaigns are directed by publicists. They consider the message and the audience and set the stage for every celebrity outing. Whether it’s an author promoting a new book , a politician tossing his hat in the ring or a basketball player endorsing a new sneaker, the publicist crosses all the Ts and dots all the Is in any promotional campaign.
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