What Does a Publicist Do?
If you’re creative, ambitious, and sociable, a career as a publicist might sound like a glamorous opportunity. The job is fast-paced, challenging, and provides an opportunity to work with many different types of people. When you’re a publicist, every day is unique.
Essentially, the job of a publicist is to increase public interest in his client. However, the type of work a publicist does is dependent upon his client’s needs. For example, a publicist who represents a famous actor or actress may spend a large portion of his time doing “damage control” after an unflattering tabloid story appears about his client’s extramarital affair or recent stint in rehab. A publicist who represents an author may be responsible for arranging book tours, sending out review copies, or placing advertising in relevant publications in an attempt to boost reader interest in the book. If the publicist represents a trendy restaurant, he may be promoting the recent hiring of a famous chef and trying to get celebrity guests to be photographed dining at the establishment.
While some publicists work a traditional schedule, most find that regular weekend and evening work is necessary. Publicists are often expected to travel to attend meetings or deliver presentations about a client’s activities. Depending upon the industry, a publicist may essentially be on call around the clock. In addition, since publicists are typically considered salaried employees, there is no overtime pay given for this extra work.
The vast majority of publicists are employed by large firms based in New York, Chicago, San Francisco, and other metropolitan cities. However, with the communication improvements created by cell phones, email, and other technology, there are a number of successful publicists based in smaller communities. However, a publicist who isn’t employed by a major metropolitan public relations firm is unlikely to represent high profile clients in the entertainment industry.
Competition for entry-level jobs in the public relations industry is fierce, so anyone interested in a career as a publicist is advised to combine a college degree in public relations with an internship or relevant part-time experience. Some employers also look favorable upon applicants with a background in business or journalism, especially if they have professional contacts that could be an asset to the position. All publicists are expected to begin at the bottom of the company ladder and work their way into a higher level position, although the music industry is notorious for allowing greater mobility among young and highly talented professionals with fresh ideas.
Written by Dana Hinders
