The media is not your publicist

In my years in entertainment media, I have seen showbiz practitioners ignorantly make publicity blunders that are obvious to me as a media expert but blame the media for exposing their indiscretions. Many artists, event organisers, record labels and management teams, place expectations on the media that squarely belong to their Public Relations team. They often respond to negative stories and scandals with a chorus of condemnation against the media, yet that finger of blame lies in other quarters.

Though intertwined, the work of a journalist and that of a publicists are gravely different. They are in fact, polar opposites fighting to find a middle ground. On one hand a publicist’s loyalty lies with their client, their job is to promote them and advance their commercial interests. A journalist however, has a responsibility to the public, to inform and entertain them whether or not it promotes the commercial interest of an industry player.

In an event review for instance, a favorable mention will definitely go a long way in promoting the event and increasing ticket sales, but the journalist has to be honest about their review or they will lose credibility. It is the publicist’s job to make sure that the event is above scrutiny. They should trouble-shoot the things that could lead to negative publicity and deal with them beforehand.

When a scandal arises, it is the publicist’s job to navigate their client across the shark-infested waters of public opinion. In the case of celebrities, publicists coach and prepare their clients to look, say and do all the right things so that there is nothing negative to report.

I agree that the media does have a responsibility to promote the industry and foster its commercial success, but that does not supersede it’s primarily obligation to the truth. As a journalist, I have to follow the unpopular truth no matter where it leads me. It is easier to shoot the messenger than examine the contents of his message, and that is what most people do when a negative story comes out about them.

Entertainment media, has repeatedly been accused of being narrow- minded, biased and shallow in its reporting. Many artists have blamed the media for not promoting them and instead pushing the same familiar faces. I do agree that we could probably do more as the media to create a platform for upcoming artists.

A story with a big star will get more clicks so they are an obvious choice, but we need to take the road less traveled. Much to their credit, many media houses are trying to change this trend. That said however, the media is not your publicist, it is not their primary role to push, promote or market you; that remains your sole responsibility. The one who benefits the most should do the most, and it is irresponsible to expect another party to mind your business.

There is a saying in my vernacular that loosely translates to, a thing that is pushed, needs wheels. Yes the media may push an artist out of the goodness of their heart but the ‘pushed’ also need wheels.

A well-written and updated personal profile is a basic tool for any journalist looking to cover an artist. Yet they are are rarity, and well constituted press kits are far less common. Many event management teams do not take media facilitation and media relations seriously, until of course something goes wrong. In order to do their jobs properly, industry players need to facilitate the media with accurate and timely information.

Critical tasks, such as liaising with the media facilitating access to event venues and persons of interest, are often left to inexperienced lower level staff who bundle the whole process. Media relation teams consist of inexperienced clerks at the gate, who sit with a list of journalist with whom they have no relationship with. Consequently, fake journalists who usurp the identity of well-known entertainment writers have also on several occasions duped event organisers.

Presenting a positive image to the public is the job description of a publicist; it is the job of the management team to build a solid and commercially viable brand. Yet, many management teams don’t really understand the role of a publicist. As such, they either don’t hire one, or ignore their council if they do.

Social media is the proverbial rope that is long enough to pull you out of obscurity or hang you in the court of public opinion, depending on how you use it. I have seen artists make basic publicity blunders on social media and expose themselves to scandals that taint their public image only to turn around and blame it on the media.

It takes a special set of skills to know how, when and what to say to who in a manner that continuously builds your public image, communication is very key for any public figure. Not everyone can afford to pay a publicist, but google is your friend, and if you ask him I am sure he will teach you how to be your own publicist.

According to veteran Hollywood publicist Julian Myers, a publicist is someone who makes the impossible, possible. He has taught entertainment PR at the University of California, Los Angeles (UCLA) for over 30 years and he admits that he has done more learning than teaching over the years. PR is a discipline that takes many years to master, a craft that requires a lot of creativity, logistics and extensive networking. It is a job description that no media house is mandated or well-equipped to handle.