Publicist
Encyclopedia
A publicist is a person whose job
is to generate and manage publicity
for a public figure
, especially a celebrity
, a business
, or for a work such as a book
, film
or album
. Most top-level publicists work in private practice
, handling multiple client
s.
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 at local, regional or national level. They can also have special expertise in areas such as entertainment
or literary publicity
.
One of the publicist's main functions is to generate press coverage on behalf of clients and to serve as the bridge between clients, their public and media outlets. A publicist writes press releases, manages campaigns and performs other public relations
functions. It usually takes many years to develop the media contacts, experience and relationships necessary to be an effective publicist.
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. A number have now sprung up on the internet and work as media agents gaining members of the public multiple 'deals' with publications.
An older meaning of the term is closer to pamphleteer
: someone who circulates ideas by publishing them, perhaps in ephemeral forms.
"is concerned with how we should live our lives. It focuses on questions about what is right or wrong, fair or unfair, caring or uncaring, good or bad, responsible or irresponsible, and the like." Publicist have the responsibility of making ethical decisions that take into consideration (1) the public interest, (2) the employer's self interests, (3) the standards of the publicists profession, and (4) their personal values. The most common issue for a publicist is ethically communicating while at the same time serving as an advocate for a particular client or organization. For some, traditional ethics prevent a person from taking an advocacy role because that person is "biased" and trying to "manipulate" people. Because of the concept of role differentiation, society is understanding of the advocate operating within an assigned role, much like a defense lawyer or prosecuting attorney in court. The giving of gifts or services for favoritism in return is condemned because it undermines the media's credibility and the public trust.
firms in shaping Hollywood stardom increased as a succession of acquisitions changed the ownership of major PR companies.
Employment
Employment is a contract between two parties, one being the employer and the other being the employee. An employee may be defined as:- Employee :...
is to generate and manage publicity
Publicity
Publicity is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people , goods and services, organizations of all kinds, and works of art or entertainment.From a marketing perspective, publicity is one component of promotion which is one...
for a public figure
Public figure
Public figure is a legal term applied in the context of defamation actions as well as invasion of privacy. A public figure cannot base a lawsuit on incorrect harmful statements unless there is proof that the writer or publisher acted with actual malice...
, especially a celebrity
Celebrity
A celebrity, also referred to as a celeb in popular culture, is a person who has a prominent profile and commands a great degree of public fascination and influence in day-to-day media...
, a business
Business
A business is an organization engaged in the trade of goods, services, or both to consumers. Businesses are predominant in capitalist economies, where most of them are privately owned and administered to earn profit to increase the wealth of their owners. Businesses may also be not-for-profit...
, or for a work such as a book
Book
A book is a set or collection of written, printed, illustrated, or blank sheets, made of hot lava, paper, parchment, or other materials, usually fastened together to hinge at one side. A single sheet within a book is called a leaf or leaflet, and each side of a leaf is called a page...
, film
Film
A film, also called a movie or motion picture, is a series of still or moving images. It is produced by recording photographic images with cameras, or by creating images using animation techniques or visual effects...
or album
Album
An album is a collection of recordings, released as a single package on gramophone record, cassette, compact disc, or via digital distribution. The word derives from the Latin word for list .Vinyl LP records have two sides, each comprising one half of the album...
. Most top-level publicists work in private practice
Private practice
Private practice may refer to:*Practice of law*Medical practice*Private Practice , released in 1978 by Dr. Feelgood*Private Practice , a U.S.-produced medical drama...
, handling multiple client
Consumer
Consumer is a broad label for any individuals or households that use goods generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.-Economics and marketing:...
s.
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
Gross income
Gross income in United States tax law is receipts and gains from all sources less cost of goods sold. Gross income is the starting point for determining Federal and state income tax of individuals, corporations, estates and trusts, whether resident or nonresident."Except as otherwise provided" by...
). Publicists can be at local, regional or national level. They can also have special expertise in areas such as entertainment
Entertainment
Entertainment consists of any activity which provides a diversion or permits people to amuse themselves in their leisure time. Entertainment is generally passive, such as watching opera or a movie. Active forms of amusement, such as sports, are more often considered to be recreation...
or literary publicity
Publicity
Publicity is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people , goods and services, organizations of all kinds, and works of art or entertainment.From a marketing perspective, publicity is one component of promotion which is one...
.
One of the publicist's main functions is to generate press coverage on behalf of clients and to serve as the bridge between clients, their public and media outlets. A publicist writes press releases, manages campaigns and performs other public relations
Public relations
Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
functions. It usually takes many years to develop the media contacts, experience and relationships necessary to be an effective publicist.
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. A number have now sprung up on the internet and work as media agents gaining members of the public multiple 'deals' with publications.
An older meaning of the term is closer to pamphleteer
Pamphleteer
A pamphleteer is a historical term for someone who creates or distributes pamphlets. Pamphlets were used to broadcast the writer's opinions on an issue, for example, in order to get people to vote for their favorite politician or to articulate a particular political ideology.A famous pamphleteer...
: someone who circulates ideas by publishing them, perhaps in ephemeral forms.
Professional ethics
As a publicist it is extremely important to conduct business with the most professionalism and ethical mannerism as possible. EthicsEthics
Ethics, also known as moral philosophy, is a branch of philosophy that addresses questions about morality—that is, concepts such as good and evil, right and wrong, virtue and vice, justice and crime, etc.Major branches of ethics include:...
"is concerned with how we should live our lives. It focuses on questions about what is right or wrong, fair or unfair, caring or uncaring, good or bad, responsible or irresponsible, and the like." Publicist have the responsibility of making ethical decisions that take into consideration (1) the public interest, (2) the employer's self interests, (3) the standards of the publicists profession, and (4) their personal values. The most common issue for a publicist is ethically communicating while at the same time serving as an advocate for a particular client or organization. For some, traditional ethics prevent a person from taking an advocacy role because that person is "biased" and trying to "manipulate" people. Because of the concept of role differentiation, society is understanding of the advocate operating within an assigned role, much like a defense lawyer or prosecuting attorney in court. The giving of gifts or services for favoritism in return is condemned because it undermines the media's credibility and the public trust.
Types of publicists
- Press representative
- Public relationsPublic relationsPublic relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
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.
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 freelance market, have an interest in self publicity. It is for the latter reason that while many stars continue to regard managers as an optional luxury, today the majority of stars in Hollywood hire publicists to manage their media visibility. In other words, celebrities hire publicists who will be able to get their name out to the public preferably in a positive light. Between 1997 and 2001 the power of public relationsPublic relations
Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
firms in shaping Hollywood stardom increased as a succession of acquisitions changed the ownership of major PR companies.
See also
- Press agentPress agentA press agent, or flack, is a professional publicist who acts on behalf of his or her client on all matters involving public relations. Press agents are typically employed by public personalities and organizations such as performers and businesses...
- AgentAgency (law)The law of agency is an area of commercial law dealing with a contractual or quasi-contractual, or non-contractual set of relationships when a person, called the agent, is authorized to act on behalf of another to create a legal relationship with a third party...
- ManagerManagementManagement in all business and organizational activities is the act of getting people together to accomplish desired goals and objectives using available resources efficiently and effectively...
- PromoterPromotion (marketing)Promotion is one of the four elements of marketing mix . It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision....
- Media agent