Fake it ‘til you make it… as a TV publicist
With credits including Big Brother and The Secret Life of Us, TV publicist Jael Napper tells us how it’s done, in a piece that first appeared in Encore.
What does a TV publicist do?
The bottom line for a TV publicist is to attract viewers to a program. They do this using media, imagery, cast engagement and social interaction.
TV publicists are the mediator between network executives, agents, talent, producers and journalists and it is our job to activate anything that doesn’t directly entail a production scene.
Prior to a show going to air, our main objective is to create intrigue and get people talking. We then work to draw people to a show through media coverage and hype generation. Then, throughout the series, the publicist must protect the best interests of the program (and cast). This can involve liaising with producers about editorial decisions or crisis management.
What skills do you need to be good at the job?
Discretion. If you’re not trusted with information you can forget about your next job.
Honesty. I don’t bullshit people. The most valuable asset to my business is my relationship with the media. In a tricky situation, sometimes silence is the best answer. I can still look people in the eye and say: “Now you know why I couldn’t answer your call.” There’s respect in that.
Confidence. You have to know what you’re doing and back yourself 100 per cent with minimal fuss. There’s no point strategising if you haven’t pitched the lead story in your campaign.
Instinct. Every good publicist operates largely from instinct. Working out what the media will want and when, then tying that back into your campaign to get the best possible run.
Who are the people you work closest with?
- Journalists and media (the client might come and go but journalists will always be the consistent factor for a publicist).
- Producers or the client.
- Talent.
- Network executives.
- Talent agencies and/or personal publicists.
What’s the biggest challenge?
When I first started as a TV publicist we were shooting publicity shots on transparencies, cutting them up on a light box and posting them in the mail to editors, all the while faxing media releases. The world was such a small and slow place, and we had total control over information and images. Email hadn’t been fully adopted – we would make appointments to pitch to journalists so everything was done in person.
There are so many factors at play as a publicist now that almost everything is digital. Especially with social media. I still can’t believe how readily companies (and celebrities) have embraced Twitter after busting our balls for so many years to get several levels of approval over every word that was ever released. Now, they come to us for damage control – if only they’d remember why we were once so integral to “releasing quotes to the public”.
What does a typical day on the job entail?
There is no typical day, which is why this job suits me. I don’t like the nine-to-five office cubicle environment. I could be on set with actors on a drama series one day, then sending out images from a live show the next. I’m constantly on location in some way or another.
How do you become a TV publicist?
Generally speaking anyone with a PR background has the tools to become a TV publicist. What most people aren’t prepared to do is take a bit of a step back in order to enter the industry because the only openings are generally junior positions. But television offers a very fast progression being a tight-knit industry and it is a great alternative to stiff corporate work so it’s worth taking the plunge. I don’t have a LinkedIn profile, website or fancy logo – the best clients will come from referrals.
This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit encore.com.au for a preview of the app or click below to download.
