An up-and-coming celebrity wins a part on a television programme, appears on the cover of a major magazine. The paparazzi photograph a celebrity at a park where she is all dressed up. An actor takes on the role of a new social justice movement’s face.
It’s entertaining to believe in the Hollywood myth that these things happen by themselves. However, creating a public image and getting your narrative in front of a wide audience requires a lot of effort and forethought. A publicist can help you with that.
Publicists specialise in “earned media,” as opposed to marketers who pay people to display their ads, according to Annalee Paulo, executive vice president of 42West. Their job is to present ideas and persuade individuals (media, celebrities, and influencers) to help them spread information.
Speaking with clients is a crucial aspect of the job, according to Erica Tucker, owner and creator of Ascend PR Group. “Can you tell me what you want to do? What would you like to be remembered for? And, step by step, how are we going to get there?”
Some publicists in Hollywood work for talent, which includes actors, directors, and others who work in front of or behind the camera. Studios and streaming providers recruit some of them. Others promote certain movies, television series, or digital media initiatives. There are also some who specialise in multicultural marketing; for example, when Marvel was preparing to release its first-ever Asian American superhero film, there was specific outreach to Asian American journalists, influencers, and other movers and shakers to start the buzz before the regular press cycle began.
How do you know if a job as a Hollywood publicist is right for you? Three industry veterans — Tucker, Paulo, and David Magdael, founder and president of David Magdael & Associates Inc. — explain the work and how to get started. Warning: It’s not only about going down red carpets with a clipboard!
