A publicist is a person whose job is to generate and manage publicity for a company, a brand, or public figure – especially a celebrity – or for work or a project such as a book, film, or album. Publicists are public relations specialists who maintain and represent the images of individuals, rather than representing an entire corporation or business. Publicists brand their clients by getting magazine, TV, newspaper, and website coverage. Most top-level publicists work in private practice, handling multiple clients.
The term publicist was coined by the legal scholar Francis Lieber to describe the engagement of internationalists with the public during the late nineteenth century. Publicists are sometimes called flacks, a term that traces back to Gene Flack, who was a well-known movie publicist in the 1930s. This pertains to websites and social media. Furthermore, publicists need to be able to handle the stress associated with crisis. For example, if a client is arrested for a DUI, they need to release press coverage with details explaining how the client will resolve the situation.
The role of a publicist in Hollywood has changed in recent years. With the enormous increase of entertainment news outlets such as Perez Hilton, TMZ, and Page Six, it has become much more difficult for publicists to control negative stories. Publicists must also work harder to keep their star clients relevant in the media with entertainment options in Hollywood continuously growing. Even booking a star for an interview or on a television talk show has become a challenging task, because if something goes awry, the publicist and the star could both be highly criticized by the media.
Salary
The average salary for a publicist in the United States is about $45,000 per year. However, celebrity publicists' salaries can vary depending on the clientele they cater to.
Salaries for corporate PR specialists by experience
- Entry level (0–5 years): $29,029–57,737