The Publicist

PUBLICIST: One who publicizes, especially a press or publicity agent.
What Does A Publicist Do? "A publicist gets press coverage for his client. The publicist is often the middleman between the high-profile personality and members of the media. He usually wants his client to receive positive acclaim, but many publicists surveyed noted the old adage that “the only bad publicity is no publicity.”
Politicians and captains of industry require a little more specific spin on their press-they want to be seen as forward-looking and confident-but other professions are less picky, as in the case of the rock star who reveals the sordid details of his seamy nightlife to cultivate a rough image.
Publicists also perform damage control, attempting to counteract any undesirable press coverage the client receives. This position as “last line of defense” is what distinguishes the adequate publicist from the extraordinary one.
Good publicists can turn scandal into opportunity and create valuable name-recognition for their clients. Publicists don’t only work for the famous. Sometimes they work for a little-known person or industry and create reasons for them to receive press coverage.
In a case where a company desiring publicity is hampered by its esoteric nature or technical jargon, the publicist must translate its positions into easily understandable language.
A major part of the publicist’s day is spent writing press releases and creating press packets, which have photos and information about the publicized person or company.
Publicists spend a lot of time on the phone. They put in long hours, and most receive little financial reward in return. They operate under hectic conditions and must adhere to strict deadlines which coincide with publicity events, such as the release of a movie or the publishing of a book.
They have to ensure that they get the appropriate information to the media in time for the event they are generating publicity for, such as a record release or automotive sale. They must always be available for comment (even when that comment is “no comment”) and remain friends with the media, no matter how demanding the desires of both clients and the reporters on whom they depend. But at the end of the day, they go to the hottest parties in town, the ones for their clients." ---Princeton Review