If you've been a business professional for any length of time, then you have heard of publicists. You may not have used one yet in your ventures, but you see their work play out every day, on television, in magazines, and online. They're the professionals hired by celebrities, authors, and even big businesses, to generate new press coverage. In addition, they handle negative situations by putting a positive spin on them. For this reason, publicists have been sometimes called “media cheerleaders.”
A publicist’s working day might entail a variety of activities, depending on the nature of his client(s). For example, a publicist who represents an author may be responsible for placing advertising, arranging book tours, and sending out review copies. He would also be responsible for following up with members of the media he has already contacted in an attempt to boost interest in both the author and the book.
The first step any good publicist should take is to book a meeting with a new client to discuss a project and the client’s expectations. Client and publicist can then agree on a plan of action, as well as the specific terms of the publicist’s contract.
The publicist should also act as an interviewer. He should collect background information so that he can find a good angle to pursue in press releases, bios, and quote sheets. In these materials, the publicist makes the client look as interesting as possible, so as to attract media attention.Once all of the materials have been approved by the client, the publicist disseminates them to the media. Then, the publicist should contact the media recipients to be sure each one has received the publicity materials and to inquire about the possibility of coverage. Sometimes the publicist must repeatedly contact the media until desired results are achieved.
Once a media contact responds positively, the publicist will then coordinate the media event with the client to ensure it goes off without a hitch.The value of an efficient, productive publicist is immeasurable. A publicist doesn’t need to be part of a big firm to be effective. In today's market there is an ever-growing number of smaller firms and freelancers who can achieve great things and do so in a cost-effective way.