How to be an Effective Publicist?

So you want to be a publicist? Here are the three basic traits or requirements needed for this particular PR and writing career:

The Ability to be Resourceful
An effective publicist always looks for ways to spotlight the client in a positive glow. It’s also about finding the right avenues to keep the public aware of the client. This can be achieved through organizing interviews, benefit events, and various write-ups, to name a few.

The Ability to Write Compellingly
Publicists write sound, if not intriguing, press releases for their clients. It can be about a new project of the client, a noteworthy announcement, or even a clarification of a spreading rumor. With that in mind, anyone wanting this type of job must have excellent writing skills. Keeping the reputation of the client in its freshest and most congenial state means having a publicist who is sharp and prudent on paper.

The Ability to Mingle with the Press
An effective publicist must realize that there is more to media than his published press releases. There should be a broad knowledge of how public news spreads, as well as how to work with and around it strategically. The best example for this — publicists must be able to network his way around journalists and press people in order to introduce stories with them. Also, in mingling with the press, publicists must act confident and authoritative with his news because a simple ounce of uncertainty can wreak havoc on a supposed good publicity.

The Publicist as Reputation Manager

Did you notice that back then every time JK Rowling was on the verge of releasing the next Harry Potter book, Mark Knowles comes up with little tidbits of trivia to further whet the appetite of rabid fans? Relatively, in the Hollywood limelight, whenever Jennifer Aniston gets hounded by the press as to her social life post-Brad Pitt, you could be sure that there will be Stephen Huvane speaking up in defense of his client.

These seemingly “voices” of the celebrities are what you call their publicists. Nowadays, every time you hear a searing gossip or issue about a celebrity, there is almost always a mention of these representatives in most forms of media. But what do these individuals actually contribute to their famous clients? If you look at it more closely, a publicist’s job is half advertising and half public relations.

It’s half advertising because publicists are called to create media attention for the works of their clients. If there’s a new book or movie involved, expect publicists to get the necessary press coverage.

It’s also half public relations because publicists are tasked to preserve the supposedly good reputations of their clients. They need to highlight the positive side of their clients, all the while downplaying the negative aspects.

Indeed, the publicist of today is called to do a variety of things to make this advertising cum public relations work, namely: write press releases, write articles, brainstorm for more news, strategically get journalists to feature their clients, coordinate events, schedule interviews, and manage public appearances.

As Timothy Sexton aptly elaborates in his site, “You may be called upon to track down reporters one day and fend them off the next. One way to look at being a publicist is to view it in terms of being a metaphorical bodyguard. You won’t be required to actually take a bullet for your boss-at least let’s hope not-but when the publicity is bad and your job becomes that of controlling damage you can expect to be thrown to the dogs with the expectation that you’ve got the skills to defuse the situation.”