Publicists in The Hollywood Industry
Hollywood publicists create and manage relationships between film stars and the array of other media channels through which the identities of stars are circulated. Stars have a dual relationship with publicity, for they publicize films but also, and importantly in the freelance market, have an interest in self publicity. It is for the latter reason that while many stars continue to regard managers as an optional luxury, today the majority of stars in Hollywood hire publicists to manage their media visibility. In other words, celebrities hire publicists who will be able to get their name out to the public preferably in a positive light. Between 1997 and 2001 the power of public relations firms in shaping Hollywood stardom increased as a succession of acquisitions changed the ownership of major PR companies.
Compared to channels of paid advertising, publicity generates exposure which is relatively "free." Publicity is at work whenever stars make personal appearances at press conferences or film premieres, give television interviews, are displayed on magazine covers, or allow the press to cover a private event. Independent publicists include Hollywood stars and studios as their clients, alongside corporations and individuals from the worlds of entertainment, sports, finance, technology, retailing, and other business sectors. Publicists are on a monthly fee, averaging in the region of $3,000 per month, instead of a percentage.
The role of a publicist in Hollywood has changed and become more challenging in recent years. With the enormous increase of entertainment news outlets such as Perez Hilton, TMZ, and Page Six, it has become much more difficult for publicists to control negative stories. In addition, journalists of prominent publications like the LA Times are rarely consulting with publicists before running a potentially damaging story about one of their clients. Publicists must also work much harder to keep some of their star clients relevant in the media with the entertainment options in Hollywood continuously growing. Even booking a star for an interview or on a television talk show has become a challenging task, because if something goes awry, the publicist and the star could both be highly criticized by the media
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