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Do you envision Samantha Jones from Sex and the City or Shauna Roberts from Entourage when someone mentions a publicist? Typically, these pop culture allusions come to mind when someone thinks of a publicist. However, these television programs do not always adequately depict the day-to-day activities of a PR professional. I've been asked this question frequently, and the truth is that every day is different!
There are days when we receive astounding updates from our clients, and there are days when we learn of an impending storm. Unpredictability and unexpected events are the only constants in a celebrity publicist's day. This is not a typical workday; there is no start or end to it. We only measure it in highs and lows. It is a never-ending roller-coaster ride in an infinite loop. What we do can’t just be summed up to be known as PR, we are Reputation Managers. We handle their overall strategy and their perception in public, which heavily involves damage control and crisis management, that no other agency offers in our country.
The job requires for your constant availability. From the outside, it can look dazzling and shiny, but the reality is that most days are topsy turvy with a surprise lurking at every corner. Mornings begin by searching print and online media for any mention of our clients. This is followed by group discussions with each client's teams to make sure the information they are receiving aligns with our strategy and positioning, and if it doesn't, what we need to do to fix it.
Image Management
Publicists are the unseen orchestrators who make sure the stars always look their best. Because of the great public interest in the lives of celebrities today, it is our duty to ensure that they are fairly portrayed and that their stories are heard.
Publicists need to delicately manage how the public perceives celebrities, get insider information before anybody else, and decide whether certain events take place or not. We get to work with extremely dedicated and creative artists who are capable of astounding feats, ably supported by our teamwork. The media industry is constantly evolving; no matter how talented and brilliant celebrities are, unless they are in the public eye, they are at the risk of being ' not relevant' over a period. We are constantly on the lookout for new opportunities for our clients. We work hard to bring them the recognition they deserve by keeping them in the limelight, revitalizing their brand, and in a way, protect their standing in the market.
Crisis Management
In my world, crisis management is the fire extinguisher you hope never to use, but it's always within reach. We spend a lot of time building a positive narrative for our clients, but all it takes is one misstep for things to head south. That's when the real work begins. Negativity travels faster than any positive work we do, so staying ahead of the curve is key. By carefully following conversations, I can steer things in a positive direction before they snowball. As Priyanka Chopra once said- “When life gives you lemons, make grape juice, then sit back and let people wonder how you did it.”
This is a field where a hundred fires are sparked, extinguished, and laid to rest every single day. It’s a highly demanding job with no 'off switch' and we can't afford to take a break either physically or mentally.
If you truly enjoy interacting and networking with amazing people from all walks of life, traveling and seeing the world in super high speed, and rubbing shoulders with the who's-who of society, then this is your wildest dream.
You'll get to interact and learn from really talented individuals, experience a wide range of cultures, and listen to their fascinating stories.
In my heart I know that I’ve found my paradise, and I wouldn't trade this exhilarating experience for anything in the world.
