Well I am long overdue in writing this post, but that's in part because I've been busy with publicity, so I'm calling it a research delay. (Check out my Entertainment Weekly post about making it as a character actor!)
In our last post, we talked about when and how to hire a publicist. But what exactly are you getting into?
What Can Your Expect From a Publicist?
The answer to that question largely depends on you. Just like with an agent or manager, you will benefit from being clear about what you want. Do you want announcements in trades like Deadline Hollywood and Variety, mentions in non-industry press, photo ops at events and red carpets? It's tempting to say, "yes, all of the above!" But in the same way that it's important to focus your marketing efforts with casting, you need to establish publicity priorities, because you can't effectively market yourself to everyone all at once.
If you have an agent and/or manager, you should involve them in the conversation. Maybe you're trying to take step forward in the size of roles you're considered for. Maybe you've worked mostly in television but want to transition to film. Maybe you're trying to secure new representation. These decisions will help determine what your publicist should focus on.
Your publicist can also help you make these decisions. He or she will likely make suggestions based on your situation, and ask questions to help generate ideas. S/he might reach out to publications in your hometown or your college alumni magazine to see if they'd be interested in doing a profile on you, for example.
If you've hired a publicist because you have a project coming up, s/he will reach out to that project's publicist for guidance and suggestions. You may be able to piggyback onto their efforts, and they can provide important information and resources, like official social media accounts and hashtags as well as approved images and video clips. They will likely also provide you with guidelines on what aspects of the project you should and should not talk about publicly.
You publicist should provide you with a written contract or letter of agreement outlining the duration of your work together and what you can expect from one another. It will also specify costs, which may be set on a weekly or monthly basis or per project, and can run anywhere from several hundred to several thousand dollars per month plus expenses. A good publicist costs money, which is all the more reason to be clear about what you want. While there's no guarantee you'll get exactly what you have in mind, your chances are a lot better if you've made your goals clear.
I hope these two posts have broadened your understanding about when and how to work with a publicist. If you have a question we didn't cover, or if this has all led you to a question you didn't have before, ask away!