by Caitlin Potts
Publicist and business entrepreneur Nicole Garner knows a thing or two about managing a client in the limelight. She also understands the desires and mindsets of aspiring publicists. At the 2013 PRSSA National Conference, Garner was gracious enough to conduct a workshop titled F.A.M.E. (Fashion, Art, Music and Entertainment) PR. I was one of the many excited attendees who filled the room from wall to wall.
Although transitioning from college to the F.A.M.E. industries can be a big leap, Garner said the fundamentals still apply.
• Understand your audience. What are they saying? What are they demanding?
• Continue to improve your writing skills through experience.
• Release content that is relevant. Don’t just talk to say something to the public; have a purpose.
While the fame can be a broad topic in the PR industry, Garner broke her presentation down by categories.
The fashion industry has five main publishers: Conde Nast, Hachette Filipacchi Media, Hearst, Fairchild and Time Inc. The editors normally work on a three-month lead time - the time it takes to gather content - for their national fashion publications. Weekly or daily issues require two weeks to a month of lead time. PR professionals must be mindful of these deadlines when pitching to fashion publications.
Garner said that PR professionals need to find positive and creative ways to gain media attention for their arts clients. She offered these four tips for media relations and publicity:
Garner said that publicity professionals must make it easy for the media to have access to their client’s information. It’s up to you to tell the musician’s story and explain why it’s so important for the world to hear their music. The more compelling your story is, the greater the chance of media coverage.
The music audience is huge on social media, and providing information for them is very important. Garner recommends creating and posting on your client’s official social media outlets the second something newsworthy happens. Additionally, Garner said that up-and-coming artists should blog to create buzz by featuring samples of new tracks, writing about upcoming concerts, providing incite on recording sessions and more.
In the entertainment portion of her presentation, Garner focused primarily on red carpet events. Photographers should be thought of first when planning a red carpet event, Garner said.She recommended that professionals create tip sheets for photographers attending red carpet events they help plan. These tip sheets include a photo of each celebrity in attendance, along with his or her latest or most notable credit.
For more information about Nicole Garner and her book Are You In? Inc., follow her on Twitter @TheGarnerCircle and visit her website, AreYouInInc.com.
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