PUBLICITY DIRECTOR/MANAGER IN MOTION PICTURE PRODUCTION… (In the Entertainment industry. Publicity Director/Manager)

Media Planning Publicity Director / Photo Credit: Creative Skillset

PUBLICITY DIRECTOR/MANAGER IN MOTION PICTURE PRODUCTION… (In the Entertainment industry. Publicity Director/Manager)

Bruce Bisbey…please follow me at: https://dumbdogproductionsllc.blogspot.com or https://www.facebook.com/DumbDogProductionsLLC/ thank you.

Publicity Director/Manager in Motion Picture Production

Publicity, in terms of the larger marketing strategy, encompasses all free advertising gained through the mention of the product or brand through written reviews, news stories, or other radio, television, web, or print media. The director of publicity is responsible for the development of the overall publicity strategy concerning the client and is accountable for managing a staff of publicists assigned to manage the accounts of individual clients. 

What does a Publicist do?

The Publicist works with the Distributor and/or Producer to position a film during pre-production, or early in production and help create the release plan. This involves having an understanding of the unique selling points of each film in order to identify the core audience.

Publicists generate detailed publicity campaigns, which pitch and position films for the media and, in turn, for the public. They create press packets that usually include the film's synopsis, production notes, cast and crew credits and biographies, stills and the Electronic Press Kit (EPK). Film Publicists also schedule and oversee screenings for audiences and press, or press junkets for bigger budget movies.

Publicists may also be expected to liaise with promotional partners, theatre owners, studio executives, members of the film's cast and crew, opinion makers, critics and film festival representatives. In dealing with all major aspects of press relations, Publicists must keep the Distributor and Producer informed and aware of PR developments. If there is any controversy, it’s the Publicist who deals with all damage control. They must be quick to follow-up with opinion makers and adept at building the "buzz" surrounding each film.  

Duties

As the publicity director for an entertainment company, such as a motion picture studio, this person will outline a macro strategy for generating publicity around brands and products within that organization and is ultimately responsible for the successful execution of those campaigns. The same is true when working for a PR firm that caters to entertainment companies and individual celebrities. The director achieves his or her goals by assigning appropriate staff to each account and monitoring the individual’s work in keeping with that strategy. The director will take the lead on crafting the message associated with the brand, like the release of a video game or premiere of a television series and coordinates with the individual publicists to identify media outlets best suited to capture the intended audience. Campaigns entail making contact with reporters and media personalities to generate interest in covering the product; this can include written reviews of a new film or a feature article about the leading actor.

Throughout the publicity campaign, the director will constantly review mentions of client brands and receive regular reports from staff concerning the effectiveness of strategies. Where necessary, the publicity director will augment actions of the department to increase attention to the product if mentions are weak. Sometimes, strategies also take the form of publicity stunts. No one will ever admit that a celebrity throwing a chair through the window of a broadcast network is just an attempt to drive box office gross, but the resulting rise in sales may speak for itself. Most campaigns will have a designated start and end date that are dependent on the window of the product’s launch. However, it may be within the publicity director’s responsibilities to continually support promotion of a company or individual on an ongoing basis.

Skills & Education

A college degree in marketing, public relations, or communications is necessary for a career as a publicity director, and courses should include study of advertising, communication law, entertainment business, and journalism. The individual in this role must display critical thinking skills and creativity in crafting campaign strategies based on numerous variables such as target audience, location, and market share. This person must be an effective leader who is capable of managing teams and clearly defining expectations. Strong communication skills are an obvious requirement, but the publicity director must also possess sturdy interpersonal skills in order to cultivate beneficial relationships with clients and media representatives.

What to Expect

To reach the director level within the publicity profession, prior employment as a publicist is a prerequisite. Likewise, those seeking to work with entertainment industry clients should have expertise in the areas of film and television, music, live entertainment, or similar field. Entry-level roles that can lead to opportunities as a publicist include work as an assistant within a PR firm or publicity department of an entertainment company, as well as work as a marketing representative, promotions associate, or similar role. Many publicists have some experience in journalism covering the industry, as this is excellent preparation. On the job, you can expect to encounter many difficult PR challenges, such as running interference between the press and a client who has made headlines for bad behavior, or worse, a bad review. Not all campaigns meet with immediate public enthusiasm, it is the publicity director’s job to turn all press into good press and woo reporters into begging for exclusives.

Sources, References & Credits: Google, Wikipedia, Wikihow, WikiBooks, Pinterest, IMDB, Linked In, Indie Wire, Film Making Stuff, Hiive, Film Daily, New York Film Academy, The Balance, The Numbers, Film Maker, TV Guide Magazine, Media Match, Quora, Creative Skill Set, Investopedia, Variety, No Film School, Daily Variety, The Film Agency, Best Sample Resume, How Stuff Works, Career Trend, Producer's Code of Credits, Truity, Production Hub, Producers Guild of America, Film Connection, Variety, Wolf Crow, Get In Media,  

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Media Planning Publicity Director / Photo Credit: Creative Skillset