By: Shalini Deshwal, BPR Student.
There is a variety of uses for public relations, and one not widely known is its role for actors and the film industry as publicists.
The film industry and actors recognize the importance of public relations; but, in instances where actors have had bad experiences with public relations, they have been left questioning the profession.
Actress Jessica Clement, 25, has been acting since the age of 12. She said her experience with public relations has been inconsistent, to the point where she sometimes questions whether key priorities are being met, such as connecting with fanbases and promoting current work.
Actors tend to go into projects blindly with most decisions made by others. When it comes to them having a choice over their image or how they connect with their fans, some actors find it nice to have the safety blanket of a publicist.
In the early days of Clement’s acting career, she was uncertain what her image should look like and with no one to talk to about her image, it led to a traumatizing experience with press.
Clement was on set, for a press day. This meant that while being on set acting for 12 plus hours, in between takes she was supposed to talk to the media. While answering all the questions, the only word that she could think of was ‘great’ because she was nervous. As the interview finished, her only thought was, “this is my first interview and I am going to be known as the ‘great girl.’” Afterwards, she cried in her trailer.
As an adult, Clement continues to put pressure on herself when it comes to press or public relations because she is accustomed to having a script and reciting words. When this is no longer the case, she becomes anxious and freezes up.
With the help of public relations, Clement receives the questions ahead of time to allow her to form solid answers. She hopes future experiences with public relations will allow her to meet the interviewer ahead of time to find out what to expect.
Halifax-based producer and actress, Britney Canzi, reinforces the value of public relations, recognizing that some actors cannot do their own public relations as it is a skill.
Canzi also appreciates and understands that actors can be introverted and extroverted, which comes in to play when actors talk to media—especially for introverts. When introverted actors talk with media, they may seem unapproachable or insincere with an issue being they may lack clear communication to form their responses.
Public relations carries over to working on set with a director or a production team. As Canzi said, if the actor does not know how to professionally conduct oneself, this can have a negative impact on careers.
Los Angeles producer and creative executive, Fran Harvey, has over 20 years of experience in the public relations industry. He explains the use of public relations within the acting industry through the idea of the actor as a business. The actor themselves are the product and need someone to manage the business, market the business, and watch out for the identity of the business.
An actor spends 12 hours a day on set for one show, along with doing press work. On top of all of this, producers, executives, and the media are after that specific actor asking if the actor is available for other work and what the actor’s view on specific topics are – all of which is overwhelming if actors do not have public relations counsel.
Publicists act as the intermediary who handles all the questions asked about the actor. Public relations is important for an actor because if a company like FOX approaches an actor with a role the actor knows they will never play, the actor does not say to the head of FOX Studios, “I would never do that, why would you send me that role?” Instead, the publicist would delicately handle that situation for the actor in the form of a spokesperson or filter.
Harvey believes that actors should have someone looking out and creating buzz for them when booking roles. He explains the reason for this is with the media, it creates more projects and if an actor waits to create buzz after booking a role, the publicist and the actor are too late.
The basic public relations done within the film industry is creating press releases to generate buzz and share news such as roles actors get cast in and events they attend.
Publicists are also finding opportunities. This was the case in a hypothetical example Harvey shared: “Children’s Hospital Los Angeles is having a softball game, but they cannot get any celebrities to attend because it is not high profile. The head of Apple and the head of Warner Brothers, however, are going to be there.”
“The publicist recognizes the importance of taking the opportunity by releasing a statement saying that their client will be participating in the Children’s Hospital softball game. This then allows the actor to give a statement,” said Harvey.
Publicists also look after FYC (for your consideration). This consists of booking appearances at events, like the Golden Globes or the SAG Awards, and anything to get the media talking about their actor. A challenging issue is when actors misunderstand the importance of public relations; it is then up to the publicist to show them why public relations is needed.
Harvey’s final parting words for students looking for public relations work within the film industry was to narrow your focus. Students should figure out if they want to work at a studio, television network, big firm, small firm or individually. Once students have decided what they want to do, Harvey concluded, “don’t give up. Find a mentor who will take you under their wing that has experience in the field you are looking for. Put yourself out there and try new things.”
