When I suggest to the artists I meet that they could use a good publicist, the response is typically the same: “What is that?”
With a raised eyebrow, I normally reply, “Someone who manages your public image.”
Every once in a while, someone will suggest, “Well, isn’t my manager or agent supposed to do that?” The answer is always no, and the same goes for artists who try to take on this task themselves.
Publicists are trained public relations specialists who work for clients to gain favorable media exposure, maintain a positive public image, and control damaging incidents. They, for instance, prepare an entertainer’s response to the media or even the public. Also, if entertainers do something that can damage their careers, a good publicist will “spin” the incident to an entertainer’s advantage.
For example, I recently went to a rapper’s birthday party at an Atlanta club and decided to swing around the stripper pole in the VIP room. An onlooker, who was obviously new to the VIP experience and the rules (“What goes on in VIP stays in VIP”), decided to snap a picture. Working as a public relations specialist, I asked her not to take the picture because I didn’t want to explain this to anyone if the photo got out. Although I only swung around the pole once on a dare and I was fully dressed, I knew a picture would cause people to think something decadent and perhaps even question my professionalism. The next day, I got a text picture with me grabbing the stripper pole. I was so upset, but I immediately thought about how I could spin this. I could use tactics like getting sympathy; exposing the opposition’s (picture taker) motivation; or making the incident seem trivial. For sympathy, I would say, “I needed the money for my children.” If I wanted to challenge someone’s motivation, I would say, “She took the picture to get attention that could boost her modeling career.” To trivialize it, I would say, “I was walking by the pole and just grabbed it.” You get the idea, I hope.
Good public relations takes time and money. Publicists are paid a substantial monthly retainer, which is probably the reason some struggling artists are unable to retain these services. Nevertheless, aspiring artists or public figures will need the help of a good publicist to help them with basic things like the wording on a website or even choosing which pictures or videos should be publicized. They can also help them gain access to media channels to which they would otherwise not have access. For celebrities, the same holds true, but they will also more than likely benefit from a publicist’s damage control services, as well as positive publicity opportunities.
After now explaining what a publicist does and the benefits of having one, here are celebrities who desperately need a good publicist or any kind of public relations help they can get.
