Get Buzzed

Interning at Barclay Communications during college opened my eyes to an exciting career in film publicity. Having proven myself during my yearlong internship, I was then given the opportunity to assume the responsibilities of a publicity coordinator. I spent almost two years learning the ins and outs of becoming a publicist in this position. In 2008, I was offered the position of film publicist and currently oversee regional publicity efforts for several clients including Walt Disney Studios, Universal Pictures and Sony Pictures Classics.

As a film publicist, I often need to think outside the box to garner additional media coverage for whatever movie I’m promoting. Because we are working with a product that has broad appeal, we have the advantage of people already being interested in learning more about the movie. Our challenge then becomes making the movies we have opening stand out and ensure that they receive the most coverage, which hopefully means the film will make more money.

We do this in a variety of ways. One of the tactics that we regularly use with success to secure additional media coverage is delivering a press drop to television stations. The press drop is film themed, and usually contains a release about the movie, an EPK (movie terminology for an electronic press kit -- a tape that usually contains a movie trailer and other information about the film) and a promotional item or two from the movie. This is then augmented with additional items appropriate for the film, which we use to create an eye appealing ‘package’ to deliver to the TV stations.

We always contact the station first to make sure they are receptive to receiving this type of publicity material and that they will use it on air. There is no reason to spend the money or the time if it doesn’t make it on TV. Even if the press drop is only on-air for 30 seconds, this is still extra coverage that the client would not have received.

Press drops can be an inexpensive and truly great way to get coverage for any type of client. If you are promoting a restaurant then send food, if you are promoting a dentist then send a basket of oral hygiene items…I think you get the idea.

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