Acting : Ask Me Anything (AMA) Wednesday 4/17 to Thursday 4/18- What Should Performers Look For In A Publicist? by Laura Ackermann

Hi, Laura Ackermann. Hope you're having a great week so far. Thanks for taking the time to have this AMA. When's the perfect time to enlist PR support? I've actually wondered about that for a while.

Hi Laura Ackermann - thanks a ton for having this AMA and spending your day with us. Once partnership with a publicist is obtained, are their services secured for a particular campaign or is it ongoing? If the latter, what does the pay schedule for securing a publicist look like? Thanks in advance!

Hey Laura Ackermann , thanks for doing this! What are some things/areas that publicists help with that people don't seem to know about or take advantage of enough?

As we see, I'm a published author CONTINUALLY looking for an agent. These days it's impossible to find a tree amidst the forest of scammers. That being said, a true publicist should be able to accurately assess a video of the performer and send a query to a producer within the week as a show of good faith and competency. If he can't get it done, he's either FAR too busy to be worth your while - or too busy playing games on his cellphone.

Hi Laura Ackermann! Thanks for doing this AMA! I know individual films, production companies, and actors have often used publicists, but I'm also seeing more and more directors and writers using them (especially if they're mutli-hyphenates), especially as there are more avenues for interviews thanks to social media. Do you think up-and-coming writers/directors would benefit from PR? And if so, when should writers/directors start seeking out a publicist?

John Reinhard Dizon, I'm a bit confused by your comment and I want to make sure that your question is properly answered. To clarify, are you asking Laura if a true publicist should be able to assess a performer based on their reel or material and know the best producers to query for meetings and opportunities if hired?

Not a question, a statement based on experience. To clarify (as you put it), the publicist might want references to make sure the performance on the video is legit. And if he doesn't KNOW any mainstream or up-and-coming producers, chances are he's working out of his bedroom in a low-rent apartment.

John Reinhard Dizon, got it! Thank you for sharing your experience and thoughts with the community! This particular thread is a Q&A so that Laura can answer members' questions about publicity and the professional relationship and processes between a performer and a publicist. If you have any specific questions for Laura, feel free to post them here. Otherwise, your advice for the community would be better suited to its own post in the Acting Lounge. We don't want this conversation to veer off-topic.

The format appearing in your come-on suggested this was an open discussion. My bad, and my apologies.

No worries at all, John Reinhard Dizon! I just wanted to make sure that you knew the format of this particular post so that you could make the most of the opportunity. It's going to be a great Q&A! =)

Laura Ackermann, thank you for sharing your time with us today!! When a performer is researching different publicists and PR firms, what are some of the things that they should be looking for or be mindful of? Are there typically red or green flags that can stand out on their websites, credits, bios, client lists, etc. that can inform people if they know what to look for?

Maurice Vaughan The best time to bring on PR is 3 to 6 months ahead of a project launching if it is a film and/or tv series. With streamers we might do 2 months ahead depending on when they announce.

Thanks for doing this AMA, Laura Ackermann! What differentiates your PR firm from others? And does Advantage PR ever work with Non-Profits/Events? And if so, what work do you provide Non-Profits/Events?

Thanks for the answer, Laura Ackermann. Are there times when PR is brought on at the last minute?

Ashley Renee Smith With social media there are great ways to research potential PR firms to see what type of clients they represent and then what successes they are having with those clients in the media. I think it is important to know where the publicists relationships fall with the media cause it is all about using our relationships to garner articles and create momentum for you during the PR campaign. I think it is also important to know who is going to be covering you at events and who is doing the heavy lifting of pitching on your account so make sure to know who your team will be at the company you choose to hire.

Maurice Vaughan Yes PR can be brought on closer to the release just make sure you know what the publicist is able to deliver during that time period when you are on with them. It really all depends on the project but sometimes with series you can get more interest if the show is a success cause then the press will want to talk to more folks involved in the show or you might have an interesting story line that can be promoted a few weeks into the series. Having some lead time is important because there is so much content that publicists need to have time to cut through all the noise and tell your great story.

Emily J

Up and coming writers and directors can benefit from PR if you can tag it to a specific project with a release date at a festival or streaming or theatrical. I recently worked with a writer who had a film in theaters with a name actor and it was so important that personal PR was on the team because the studio didn't have the resources to dedicate to his personal story and brand around the film. I was able to secure some great press articles because i wasn't focussed on the movie overall or the main star/stars but instead on him personally. The timing of the campaign would depend on when the project is coming out.

Niki H

I think knowing that the more the publicist knows about you and your story the better they can tell your story and target media that makes the most sense. I also think media training is super important so you can make the most of every interview opportunity. My favorite part is telling someone's story and being able to convince the press now is the time to cover this actor for a certain project. We help set-up photoshoots so we have great images during the campaign and ask for advice on social media posting (archive things when it is time LOL). If you run into a crisis PR situation do not wait to seek out advice from a publicist as timing and what you do next and say matters. Rushing to "release a statement" is not always the best solution and sometimes the best advice can be to ride something out depending on the situation and that is also advice although in the moment it doesn't always feel that way.

Leonardo Ramirez

I usually work with my clients for a specific projects so lots of times clients go on and off the books depending on timing of their various projects. If someone has a busy year with multiple projects then they might be on for PR for a long period of time but the payment schedule with me is a monthly retainer and usually a 2 to 3 month minum so you can see the efforts come together for your campaign and then we also put together an EPK (electronic press kit).

Dustin Richardson

I think there are a few things that differentiate Advantage from other firms---1.) I own the company and I do the pitching so I am using my relationships with the press from the last 20 years on a client's behalf, 2). I am from the Midwest (wish my Chicago Bears good luck in the NFL draft and that we get our QB pick) and I will always be honest about when I think timing is right to come on for PR and what I think we can accomplish (nothing is guaranteed but I use best efforts and lots of pitching to get results), 3.) I love telling client's stories and take your investment in PR serious...just like you have worked hard to build your career over many years so have I and I respect that hustle and hard work that we all do to reach out goals.

Yes I have done many non-profits and events over the years....my job is to find the story that will work with the media and if I can find that perfect pitch we can succeed! I handled the red carpets for many years for BeautyCon, Much Love Animal Rescue, Thirst Project galas, GirlUP to name a few xo

That makes total sense Laura Ackermann. Thanks so much! I'll have to check out your website!

Thank you, Laura Ackermann. Helpful answers!

Laura Ackermann Hi Laura, thanks for hanging out with my friends in the Stage32 community.

My feature script, Seeing Rachel has been optioned and is currently in development. I will be directing the film and had a few questions about Directors and PR companies.

1. I see a lot of 'digital marketing' companies advertising their services on LinkedIn. What's the difference between a DM and a PR company? Are they offering the same kind of service in marketing terms, with the personal brand of the talent?

2. How could engaging a PR company help a writer-director during his first feature outing, or should he wait until after it's released, or perhaps as he embarks on his follow-up film?

3. Should I forget about personal PR and think only in terms of engaging a company just for the film?

Thanks again. All the best, Geoff