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Selects: How Publicists Work

By iHeartPodcasts

In this Stuff You Should Know episode, hosts Chuck Bryant and Josh Clark explore the world of publicists and their essential role in managing public image. They examine the core responsibilities of publicists, which include securing positive media coverage, handling crises, coordinating public appearances, and drafting statements for their clients. The hosts also discuss the complex relationship between publicists and journalists, where both parties rely on each other for success despite occasional tensions.

The episode delves into what makes an effective publicist, from necessary skills like strong writing abilities and journalistic instincts to the importance of building media relationships. Bryant and Clark outline typical career progression in the field, noting that while formal education isn't always required, practical experience proves invaluable as publicists advance from entry-level positions to senior roles or establish their own firms.

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Selects: How Publicists Work

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Selects: How Publicists Work

1-Page Summary

The Role and Responsibilities of Publicists

A publicist's primary responsibility is managing and promoting their clients' public image. They secure positive press coverage, handle crisis management, and coordinate public appearances. Beyond these core duties, publicists often take on additional responsibilities like drafting public statements and managing day-to-day requests for their clients.

Skills and Traits for an Effective Publicist

According to Chuck Bryant and Josh Clark, successful publicists need strong writing abilities and journalistic instincts to craft compelling press releases and promotional materials. They emphasize that building and maintaining relationships with media professionals is crucial for success. Bryant notes that publicists, especially those working with major celebrities, sometimes need to "bend truth" to spin narratives favorably for their clients, though this practice varies depending on the type of client served.

The Career Path and Progression For Publicists

The journey typically begins with internships or assistant positions, where aspiring publicists handle fundamental tasks like managing schedules and assembling press kits. As Clark points out, formal education isn't always necessary; practical experience and skills matter more than degrees. With experience, publicists can advance to senior roles or start their own firms, often specializing in specific areas like entertainment, corporate, or political PR.

The Relationship Between Publicists and the Media

The relationship between publicists and journalists is symbiotic but complex. Publicists provide journalists with story ideas, access to events, and necessary information, while journalists offer the media coverage that publicists seek for their clients. However, Bryant's discussions reveal that tensions can arise when publicists are perceived as manipulative or dishonest, particularly when they're too protective of their clients or issue insincere apologies. The success of both parties often depends on maintaining professional and mutually beneficial relationships.

1-Page Summary

Additional Materials

Clarifications

  • In public relations, "bending truth" can involve presenting information in a way that may not fully align with reality to shape a more positive narrative for clients. This practice can include emphasizing certain aspects of a story while downplaying others or framing events in a more favorable light. Publicists may strategically craft messages to influence public perception, sometimes stretching the truth within ethical boundaries to protect their clients' image and interests. The extent to which publicists engage in this practice can vary based on the industry, client expectations, and ethical standards upheld by the profession.
  • Publicists are professionals responsible for managing and enhancing the public image of their clients. They achieve this by securing positive media coverage, handling crisis situations, coordinating public appearances, drafting public statements, and managing day-to-day requests. Publicists often play a crucial role in shaping how the public perceives individuals or organizations by strategically managing their communication and interactions with the media and the public.
  • The relationship between publicists and journalists is symbiotic but can be complex due to differing priorities and expectations. Publicists aim to promote their clients positively, providing journalists with story ideas and access to events. In return, journalists offer media coverage that publicists seek. However, tensions can arise if publicists are perceived as overly controlling or dishonest, impacting the success of both parties. Maintaining professional and mutually beneficial relationships is crucial for the collaboration between publicists and journalists.
  • Publicists typically start with internships or assistant roles, gaining experience in tasks like managing schedules and creating press materials. Formal education is not always required; practical skills and experience are more crucial. As publicists progress, they can specialize in areas like entertainment, corporate, or political PR. Advancement opportunities include senior roles within agencies or starting their own firms.

Counterarguments

  • While publicists do manage their clients' public image, it's important to note that the effectiveness of their work can be limited by the client's actions and the nature of the news cycle.
  • Securing positive press coverage is a goal, but it's not always possible to control the narrative, especially in the face of negative events or scandals.
  • Drafting public statements and managing requests are standard tasks, but the implication that all publicists have the same level of involvement in their clients' day-to-day affairs might be an oversimplification.
  • Strong writing abilities and journalistic instincts are important, but emphasizing these skills might underplay the importance of other skills such as strategic planning, negotiation, and digital media proficiency.
  • The assertion that publicists sometimes need to "bend truth" could be challenged on ethical grounds, as the PR industry increasingly values transparency and honesty.
  • The career path of publicists is described as typically starting with internships or assistant positions, but there are publicists who have successfully transitioned from related fields without following this traditional route.
  • While practical experience is often more valued than formal education, the role of academic training in understanding theory, ethics, and the broader context of public relations should not be dismissed.
  • The specialization in areas like entertainment, corporate, or political PR suggests a clear-cut division, but many publicists may work across various sectors throughout their careers.
  • The relationship between publicists and journalists is described as symbiotic, but this might overlook the potential for conflict of interest, where journalists may resist being perceived as too close to publicists or their agendas.
  • The idea that tensions arise mainly when publicists are perceived as manipulative or dishonest could be expanded to include tensions that arise from the pressures journalists face to maintain independence and critical perspective.
  • The success of publicists and journalists is said to depend on maintaining professional relationships, but this doesn't account for the broader societal and technological changes that are impacting the media landscape and the practice of public relations.

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Selects: How Publicists Work

The Role and Responsibilities of Publicists

Publicists play a critical role in managing and promoting the public image of their clients. They engage in a variety of activities ranging from securing positive press and managing crises to handling the everyday requests and scheduling that keep a client’s public profile on track.

Publicists Manage and Promote Clients' Public Image

Publicists Pitch Ideas to Secure Positive Press For Clients

Publicists are proficient at pitching ideas and generating interest from the media in their clients. They work to ensure that press releases don't get overlooked and are adept at strategizing around specific goals, such as a tour, to obtain press coverage. This often involves getting clients on local radio, morning television shows, and in newspapers. They also look beyond obvious industry-related media, considering pitches to wider-audience platforms like "The Today Show" when a topic relevant to their client is trending.

Publicists May Engage In Crisis Management to Mitigate Negative Publicity Involving Clients

Part of the publicist’s job is crisis management; when negative rumors or events put a client in the spotlight, journalists often reach out to the publicist for the story. Publicists must respond swiftly and sometimes at odd hours, including taking calls late at night, to provide statements or manage fallout from their clients' actions. They also have to manage gaffes, such as inappropriate tweets, by spinning the situation or retracting statements.

Chuck Bryant underscores that a publicist's remit involves working with a range of clients and often entails ersatz management or personal assis ...

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The Role and Responsibilities of Publicists

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Counterarguments

  • Publicists may not always manage to promote a client's image effectively if the client's actions are overwhelmingly negative or if the client does not cooperate with the publicist's strategies.
  • Securing positive press can sometimes lead to ethical dilemmas where publicists might prioritize a client's image over the truth or public interest.
  • Crisis management by publicists can sometimes be perceived as manipulative or insincere, especially if the public feels that the response is more about damage control than genuine accountability.
  • The relationship between publicists and media can sometimes lead to conflicts of interest, where media outlets may feel pressured to provide favorable coverage ...

Actionables

  • You can enhance your personal brand by creating a 'media kit' for yourself, including a professional bio, high-resolution photos, and a list of your accomplishments. This kit can be shared with potential employers, conference organizers, or for any public speaking opportunities, making it easier to present a polished image.
  • Develop your own 'crisis management plan' by outlining potential scenarios that could negatively impact your reputation and drafting responses or actions you would take. This proactive approach ensures you're prepared to handle difficult situations with poise, whether it's a professional setback or a personal misstep that becomes public.
  • Start building relationships with local ...

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Selects: How Publicists Work

Skills and Traits for an Effective Publicist

The role of a publicist is intricate and requires a diverse set of skills and traits to navigate the challenges of media relations effectively.

Strong Writing and Journalistic Skills Are Crucial For Crafting Compelling Press Releases and Promotional Materials

Publicists Must Think Like Journalists To Interest Media and Audiences

As explained by the dialogue in the content provided, to be an effective publicist, one must have strong writing skills and journalistic instincts. Publicists often have a background in journalism because their job requires thinking and writing like journalists. Publicists need to be objective and craft pitches that will interest other journalists. To do this, they must see through a journalist's eyes and present stories that pique the interest of media professionals. Understanding the importance of local media can also play a crucial role; relationships with local journalists can grow into valuable connections when these journalists move to larger outlets.

Networking and Relationship-Building Are Crucial for Connections With Reporters and Editors

Fostering relationships with individuals in the media, such as reporters, editors, or news producers, is tied to a publicist's success. The ability to cultivate these relationships is paramount. Effective networking is about creating professional acquaintances that may become advantageous in the long term. This skill is just as important as having journalistic intuition. Indeed, publicists and journalists can build mutually beneficial connections, which was illustrated with SpaceX's relationship with the media.

Publicists Bend Truth to Spin Narratives Favorably

Truth manipulation is another element of a publicist's job when it comes to managing their clients’ public images. Both Chuck Bryant and Josh Clark discuss how publicists sometimes need to alter narratives or issue insincere apologies to spin situations favorably. In particular, when handling negative r ...

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Skills and Traits for an Effective Publicist

Additional Materials

Clarifications

  • Media relations involve the strategic management of relationships between an organization or individual and the media. This includes building positive relationships with journalists, editors, and other media professionals to secure favorable coverage. Publicists navigate media relations by understanding journalists' needs, providing newsworthy stories, and effectively communicating their clients' messages to the media. Successful media relations require transparency, trust, and the ability to adapt to the evolving landscape of media platforms and communication channels.
  • To "think like journalists" means publicists need to understand what makes a story newsworthy from a journalist's perspective. They must anticipate what angles or elements would interest the media and tailor their pitches accordingly. This involves considering factors like timeliness, relevance, impact, and human interest to craft compelling narratives that resonate with journalists and their audiences. By adopting a journalistic mindset, publicists can effectively communicate their clients' stories in a way that aligns with the values and expectations of the media industry.
  • Bending truth to spin narratives favorably in public relations involves selectively presenting information or framing stories in a way that portrays a client or situation in a positive light, even if it involves some level of distortion or manipulation. This practice is aimed at shaping public perception and managing reputations. Publicists may strategically alter facts or emphasize certain aspects to influence how a story is perceived by the media and the public. It involves a delicate balance between maintaining credibility and achieving desired outcomes for the client.
  • Publicists may need to manipulate information or issue insincere apologies to shape a positive narrative for their clients. This can involve stretching the truth or being selective with facts to manage public perce ...

Counterarguments

  • Strong writing and journalistic skills are important, but it's also crucial for publicists to adapt their writing to different platforms and audiences, which may not always follow traditional journalistic styles.
  • While thinking like journalists can be beneficial, publicists also need to think like marketers to understand how to engage audiences beyond traditional media.
  • The importance of local media is undeniable, but in a digital age, the focus is also shifting towards online influencers and international media outlets.
  • Networking is key, but it's also important to recognize the value of digital engagement and social media in building connections.
  • Relationship-building with media professionals is important, but publicists must also maintain ethical standards and not rely solely on personal connections to influence media coverage.
  • The idea that publicists bend the truth can be challenged by emphasizing the importance of honesty and transparency in building trust with the public and media.
  • Truth manipulation can be a slippery slope and is not a universally accepted practice; many publicists strive for ethical practices and factual accuracy.
  • The suggestion that a comfort level with lying is expected in publicists could be countered by the argument that integrity and credibility are more valuable in the long term for both publicists and their clients.
  • Proactive media strategies can be effective without resorting ...

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Selects: How Publicists Work

The Career Path and Progression For Publicists

The journey to becoming a publicist generally begins at the grassroots level through internships and entry-level jobs, ultimately leading towards more senior roles within the field.

Publicists Often Start As Interns or Assistants, Learning the Ropes and Gaining Experience

Chuck Bryant explains that aspirants typically start their career journey as interns or assistants, enduring tasks like picking up laundry, which may even be handed down the chain. In the early stages, junior publicists handle foundational tasks like returning phone calls, drafting press releases, keeping track of a publicist’s schedule, managing contacts, assembling press kits, and distributing electronic press kits. These duties are essential to understanding the nuts and bolts of public relations work.

Publicists Advance From Junior To Senior Roles or Start Firms, Leveraging Connections and Reputation

Once established, publicists may progress from junior to senior roles or might start their own firms. By this point in their careers, they have built connections and reputations which provide a platform to leverage for further success. Julie Lichtenstein of 37 media and Lily Gellitly of Gellitly media are prime examples, focusing their expertise mainly on working with bands and musical artists.

Education Isn't Always Required to Become a Publicist; Practical Skills and Experience Matter More

A formal education is not always a necessity on the path to becoming a publicist. As Josh Clark points out, practical experience takes precedence over investing in higher education for this career. Literacy and the ability to write in a journalistic manner ar ...

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The Career Path and Progression For Publicists

Additional Materials

Clarifications

  • Junior publicists typically handle foundational tasks such as returning phone calls, drafting press releases, managing a publicist's schedule, maintaining contacts, assembling press kits, and distributing electronic press kits. These duties are crucial for building a strong understanding of the fundamental aspects of public relations work. Junior publicists play a vital role in supporting the day-to-day operations of a publicist and contribute to the overall success of PR campaigns. Their responsibilities often involve assisting in various administrative and communication tasks to ensure smooth operations within the PR team.
  • Transitioning from junior to senior roles in public relations typically involves gaining extensive experience, building a strong network of industry contacts, and showcasing a track record of successful campaigns. Publicists who aim to start their own firms often do so after establishing a solid reputation, client base, and industry credibility. This progression is not always linear and can vary based on individual career paths and opportunities that arise within the field. Specializing in a particular sector, such as entertainment or corporate PR, can also play a significant role in advancing to senior positions or entrepreneurship in the industry.
  • In the field of public relations, practical skills like writing in a journalistic manner and hands-on experience are highly valued for publicists. This emphasis on practical skills highlights the industry's focus on real-world abilities and expertise rather than formal education alone. Publicists often learn and excel through on-the-job training, client interactions, and project management, which are essential for success in the dynamic and fast-paced PR industry. This approach allows individuals to develop the necessar ...

Counterarguments

  • While practical skills and experience are crucial, education can provide a theoretical foundation and understanding of ethical practices that are important in the PR industry.
  • Starting one's own firm may not be a viable option for every publicist due to the financial risks and business acumen required.
  • Specialization in a particular sector of PR might limit a publicist's versatility and ability to adapt to other sectors if needed.
  • The portrayal of internships may gloss over the potential for exploitation and the need for fair compensation and meaningful learning opportunities.
  • The emphasis on connections and reputation could im ...

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Selects: How Publicists Work

The Relationship Between Publicists and the Media

The relationship between publicists and the media is complex, featuring interdependency, potential tensions, and collaborative efforts to meet each other's needs.

Publicists and Journalists Rely On Each Other

Publicists and journalists have a symbiotic relationship, with each relying on the other for success in their respective roles.

Publicists Offer Journalists Story Ideas, Access, and Needed Information

Publicists maintain good relationships with the media by offering journalists story ideas, access to events, and necessary information. They manage interview requests and topics and prepare interviewees to effectively handle questions.

For instance, publicists provide story ideas to journalists, potentially giving them access to their client's charity actions or suggesting features based on a client's song about the oil industry. They also use services where journalists request quotes on specific topics, connecting them with the appropriate sources in their contact list. Josh Clark highlights that PR people, including publicists, use Twitter to share leads with journalists, offering story ideas and information without expensive subscription services.

Chuck discusses the importance for bands to hire a publicist, particularly for an album release, as publicists work to maintain and promote their client's public image. Josh outlines the necessity to inquire about a publicist's past campaigns and successes to ensure effective media coverage.

Journalists Give Publicists the Media Coverage Their Clients Desire, Helping Publicists Maintain and Enhance Clients' Public Profiles

When journalists cover stories pitched by publicists, it results in the media coverage that benefits the clients' public profile. Journalists facilitate this by using the information provided by publicists and attending events as per publicist pitches.

Despite there not being an explicit mention in the conversation, Josh Clark's discussion indicates that the information shared by publicists through venues like Twitter helps journalists provide their clients with the desired media coverage.

Strained Relationships: Publicists Seen As Manipulative or Dishonest

The relationship can be tense as media might view publicists as manipulative or dishonest, a sentiment arising from actions like lying or denying a story to protect a client's image. Terms such as "PR ...

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The Relationship Between Publicists and the Media

Additional Materials

Clarifications

  • The relationship between publicists and journalists is symbiotic, with publicists providing story ideas, access, and information to journalists, who in turn offer media coverage that benefits the public image of the publicists' clients. However, tensions can arise when publicists are perceived as manipulative or dishonest, potentially damaging the delicate balance of trust and cooperation between the two parties. This can lead to strained relationships, especially if publicists are seen as deceptive or overly protective of their clients. Maintaining a positive and transparent relationship is crucial for both publicists and journalists to achieve their respective goals effectively.
  • Publicists provide story ideas to journalists by suggesting topics related to their clients' activities or expertise. They offer access to events by inviting journalists to cover them, facilitating firsthand reporting. Publicists also share necessary information with journalists to help them craft compelling stories, acting as a bridge between their clients and the media. By maintaining relationships and offering valuable resources, publicists aim to make journalists' jobs easier while promoting their clients effectively.
  • Publicists use Twitter to share leads with journalists by posting story ideas, information, and sources relevant to journalists' work. This platform allows publicists to connect with journalists quickly and efficiently, providing them with valuable content for potential news stories. By leveraging Twitter, publicists can establish relationships with journalists, offer insights, and facilitate media coverage for their clients. This practice helps streamline communication between publicists and journalists in the fast-paced world of media.
  • The potential tensions and strained relationships between publicists and journalists can arise from differing priorities and expectations. Publicists may be seen as overly protective or uncooperative, leading to strained interactions with journalists. Actions like dishonesty or manipulation by publicists can erode trust and credibility in the relationship. These tensions highlight the delicate balance required in navigating the dynamics between publicists and journalists.
  • "PR flak" is a colloquial term used to describe public relations professionals. It can carry a negative connotation, im ...

Counterarguments

  • Publicists may not always offer original or newsworthy story ideas, leading to a potential oversaturation of similar content in the media.
  • The reliance on publicists for story ideas can lead to a lack of investigative journalism, as journalists may become too dependent on the narratives presented by publicists.
  • The use of Twitter and other social media platforms by publicists to share leads with journalists could contribute to the spread of misinformation if not properly verified.
  • The promotion of a client's public image by publicists can sometimes overshadow more important news stories, leading to an imbalance in news coverage.
  • The relationship between publicists and journalists can lead to conflicts of interest, where journalists may feel pressured to provide positive coverage in order to maintain a good relationship.
  • The perception of publicists as manipulative or dishonest may sometimes be a reflection of broader systemic issues within the PR industry, rather than the actions ...

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