How to become a Celebrity Publicist
He doesn't have a Web site or even an industry contact listing, but Ken Sunshine does have a full roster of A-list celebrity clients.From Jay-Z and Beyonce to Ben Affleck and Jennifer Garner, they seek out Sunshine and stick with him, despite the notoriously fickle and fluid hiring and firing of celebrity publicists.His clients view him as more than just a communications consultant: They regard him as a career strategist and advocate willing to take on the increasingly intrusive media:I think there's a place to get exposure for what you want [where you can still be left alone], Sunshine tells mediabistro.com, citing his clients Leo DiCaprio and Meryl Streep who've managed to keep much of their lives private, with Sunshine's help.Of course, many wannabe celebrities wish they had the problems of too much stalkarazzi attention as well as an ally such as Sunshine, who graduated from Cornell, worked for a social services organization, then got his start in publicity by working with the Democratic National Committee on fundraisers, where he met Barbra Streisand.Teaming with up-and-comers, rather than chasing top stars, is how you'll succeed if you want to become a celebrity publicist. That's what Susan Barnes did. Already an established marketing and PR consultant in the San Francisco Bay area, where she represents business and advocacy organizations, she also has signed to represent hairstylist Joe Hamer. Owner of a salon in Petaluma, a small town north of the city, Hamer has developed a loyal following for his creative and cutting-edge work.His clientele has spoken so highly of him that he earned a spot on the Style Network's reality show Split Endz in which he traded salons with another stylist in another locale (think Wife Swap for hairstylists).Barnes noticed his increased profile and, with her help, Hamer also has now secured spots doing hair at the Golden Globes and has become the personal tress tamer for some of the House cast. He and Barnes have broadened their reach and opened up new avenues of business and influence.The partnership is working because Barnes knows her stuff and Hamer has talent and is still on the rise.If you want a similar opportunity to be a Barnes or a Sunshine you'll need to be highly motivated and be a superb and persuasive communicator.If you don't have formal training, don't give up. Volunteer to get your feet wet by helping with public relations for civic groups. Then consider doing the same for cultural events such as film fests or concerts. This will build your skills, fatten your resume and provide access to celebrities, if you choose wisely. (For instance, the Sundance Film Fest hires dozens of volunteers to help run the star-studded event.)Liza Anderson, who now is a publicist for mega-stars such as Eva Longoria Parker, got her start by offering to work for free for one of the stars of NYPD Blue.Nicole Garner's diligence and business acumen catapulted her from intern to CEO of The Garner Circle PR in just four years. Her uber successful lifestyle marketing and event execution agency,The Garner Circlerepresents the best that sports, entertainment and fashion has to offer.And keep your eyes open and your ear to the ground for actors, musicians even hair stylists! who may be the next big thing. Reach out to them before they've been snagged by a big agency, and offer them your personal attention.Then you can grow your careers together. As Sunshine advises: Go with the underdog.
He doesn't have a Web site or even an industry contact listing, but Ken Sunshine does have a full roster of A-list celebrity clients.
From Jay-Z and Beyonce to Ben Affleck and Jennifer Garner, they seek out Sunshine and stick with him, despite the notoriously fickle and fluid hiring and firing of celebrity publicists.
His clients view him as more than just a communications consultant: They regard him as a career strategist and advocate willing to take on the increasingly intrusive media:
I think there's a place to get exposure for what you want [where you can still be left alone], Sunshine tells mediabistro.com, citing his clients Leo DiCaprio and Meryl Streep who've managed to keep much of their lives private, with Sunshine's help.
Of course, many wannabe celebrities wish they had the problems of too much stalkarazzi attention as well as an ally such as Sunshine, who graduated from Cornell, worked for a social services organization, then got his start in publicity by working with the Democratic National Committee on fundraisers, where he met Barbra Streisand.
Teaming with up-and-comers, rather than chasing top stars, is how you'll succeed if you want to become a celebrity publicist. That's what Susan Barnes did. Already an established marketing and PR consultant in the San Francisco Bay area, where she represents business and advocacy organizations, she also has signed to represent hairstylist Joe Hamer. Owner of a salon in Petaluma, a small town north of the city, Hamer has developed a loyal following for his creative and cutting-edge work.
His clientele has spoken so highly of him that he earned a spot on the Style Network's reality show Split Endz in which he traded salons with another stylist in another locale (think Wife Swap for hairstylists).
Barnes noticed his increased profile and, with her help, Hamer also has now secured spots doing hair at the Golden Globes and has become the personal tress tamer for some of the House cast. He and Barnes have broadened their reach and opened up new avenues of business and influence.
The partnership is working because Barnes knows her stuff and Hamer has talent and is still on the rise.
If you want a similar opportunity to be a Barnes or a Sunshine you'll need to be highly motivated and be a superb and persuasive communicator.
If you don't have formal training, don't give up. Volunteer to get your feet wet by helping with public relations for civic groups. Then consider doing the same for cultural events such as film fests or concerts. This will build your skills, fatten your resume and provide access to celebrities, if you choose wisely. (For instance, the Sundance Film Fest hires dozens of volunteers to help run the star-studded event.)
Liza Anderson, who now is a publicist for mega-stars such as Eva Longoria Parker, got her start by offering to work for free for one of the stars of NYPD Blue.
Nicole Garner's diligence and business acumen catapulted her from intern to CEO of The Garner Circle PR in just four years. Her uber successful lifestyle marketing and event execution agency,The Garner Circlerepresents the best that sports, entertainment and fashion has to offer.
And keep your eyes open and your ear to the ground for actors, musicians even hair stylists! who may be the next big thing. Reach out to them before they've been snagged by a big agency, and offer them your personal attention.
Then you can grow your careers together. As Sunshine advises: Go with the underdog.
