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 clients.
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.
Contents |
As a publicist it is extremely important to conduct business with the most professionalism and ethical mannerism as possible. Ethics "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." [1] 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.
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 relations firms in shaping Hollywood stardom increased as a succession of acquisitions changed the ownership of major PR companies.[2]