Tammy Lynn is the Founder and Head Publicist of Spotlight PR Company, a boutique public relations firm that offers ‘a-la-carte’ services to entertainment professionals. Spotlight PR works with actors, filmmakers, musicians, comedians and other creative types to craft a public image, name recognition and industry buzz.

Tammy has nearly 15 years public relations experience providing her the opportunity to build long-standing relationships with a variety of media outlets. Starting her career at Medialink, the leading broadcast PR company in New York, Tammy was responsible for overseeing PR strategy and cultivating media contacts. Taking her knowledge and skills out on her own, she has worked on a variety of projects spanning the entertainment, lifestyle, technology, medical, non-profit, consumer product, and publishing fields.

You can read Tammy Lynn’s article on assembling materials for your press kit – with examples of bios & press releases – here.

It’s Time to Start Building Your Buzz

In today’s fast paced entertainment industry, it’s not enough to be artistically productive if no one knows about you or your projects. We all know incredibly talented, well-trained actors that just aren’t getting the opportunity to strut their stuff. Whether it’s for financial reasons, lack of imagination, or fear of failure, the bottom line is that studios and networks are taking fewer risks on unfamiliar talent. They want actors that are considered “bankable,” as evidenced by the large number of celebrities showing up on television and in independent films these days. Casting directors are given a “list” of talent from which they’re to start a project, leaving little room for thinking outside the box.

For this reason, it’s more important than ever that an actor starts thinking about how to utilize PR to elevate their career and build their buzz from the beginning.

So, now that we all agree on that…what exactly can you do to get started?

The Big Picture

First, you need to understand a few things about the media itself. There are different types: broadcast television & radio, print magazines & newspapers, and online outlets; and each are geared toward a specific audience. Industry trades like Variety, The Hollywood Reporter, Deadline.com, Broadcasting & Cable, etc. cover the business of “the Biz.” They report on the details behind the scenes of the entertainment industry, the playmakers, companies, and deals that literally create Hollywood. These outlets are interested in you and your projects when you’re first cast in a role, sell a script, or land that distribution deal for your film.

On the flip side, consumer outlets like Entertainment Weekly, LA Times, EOnline.com, and People magazine, etc. want to hear about you and your projects when they’re releasing. They like to be able to tell their readers when and where they can watch you, using interviews and photos as teasers for soon-to-be-released projects.

It’s All About Timing

When thinking about a timeline for sending out a press release or pitching a story idea, it’s important to understand that magazines generally need a long lead time. They plan their issues 4-5 months in advance, so you have to start really early to land a story in them. Weekly magazines and newspapers like 1-2 months advance notice and dailies prefer 3-4 weeks if possible. Online outlets are the fastest growing segment of media and are looking for stories 24/7, so they can turn a story around very quickly.

These details are important to understand when figuring out exactly which outlets might be interested in covering you at various times throughout the life of any given project. It’s good to start thinking about how to capitalize on PR as soon as you book a role, so you can plan ahead. The longer lead time you have, the more you can create different pitches for the various types of media.

Not Just the Facts, Ma’am

A press release takes certain key elements of information and puts them together in such a way that announces something for the purpose of gaining favorable media attention. The headline is considered the most important element because it can often determine if a release gets read or not, so create one that grabs attention and creates a news hook. This isn’t always easy, so be prepared to write and re-write the headline a few times before you finalize it. The main section of the release should contain some basic facts: title of project, your role and how it relates to the storyline, when it will shoot/release, any well-known people you worked with, and any other significant tidbits about the project. The release should also give the reporter a brief history of your previous work and tell them what’s coming up next for you. At the bottom, it’s good to include your personal website address or where your fans can find you online. Don’t forget to include a way for media to contact you in case they have questions, need photos or want to schedule an interview.

My Release is Out…Now What?

There are numerous factors that can play into whether your story gets picked up quickly or if it’s a waiting game. Either way, make sure you have your bio and some photos ready to send out at the click of a mouse. Crafting your bio is something that you can do whether you need it immediately or not. They don’t really change that much, except possibly adding in your newest credits, so this is something you can start crafting today. Also, go back through your headshot sessions and pick photos that you really like. They don’t have to be the same ones that your agent uses to submit you with…instead pick your favorites. And, if you’ve got a few behind-the-scenes shots from the set…that’s a big plus with reporters, too.

Start Talking

Your release went out and Congratulations! — a reporter wants to do a story about you. Don’t panic…just prepare. Create your own sample questions that you think a reporter might ask you about this project, previous projects, your background, and what you’re doing next. I suggest you get together with a friend and have them pretend to be the reporter. You could even do it over the phone, since many interviews take place this way. Keep your answers simple, but no one-word responses. I don’t suggest you write out your answers and have them in front of you because you’ll probably sound like you’re reading them. Reporters are looking to get a glimpse of your personality during their interview, so keep it loose.

For questions that you’re afraid of, I call these the “complicated issues,” like your age, sexuality, relationship status, etc., I suggest crafting an answer that doesn’t give away any details that you wouldn’t want circulating, and then delivering it in such a way that is in-line with your personality, but also polite to the reporter. For example, if you’re asked how old you are, you might shockingly answer with something like, “I can’t tell you that…because then you’ll be able to figure out my Mother’s age and she’ll kill me if that gets out.” The most important thing during an interview is simply to relax and have fun. If you’re enjoying the conversation, they probably are too…which makes for a better final outcome.

Hiring Some Help

If you decide this is all too overwhelming and you want to work with a PR professional, there are a few things you can do to help. Do yourself a favor; keep a list of all the media that has covered you or your projects in the past because these reporters might remember you and be interested in following your career as you move forward. Tell your publicist of any conflict dates you’re not available for interviews in advance, that way they can schedule times easier and not have to do the back and forth phone-tag. Discuss your expectations with your publicist up front, that way everyone is on the same page about who you’re approaching and what your chances for coverage are. It’s always smart to ask your publicist questions when you don’t understand how the process works or what to expect.

The Long Haul

Even if you do all of these things, there is still no guarantee for coverage. Just like it can take a Casting Director numerous times of seeing your picture cross their desk before they call you in, it can take a reporter several times of seeing your name on a press release before they decide to run a story about you. Don’t give up! PR is all about cultivating relationships with the media over time. Create a target list of your “dream” outlets, but also include those that you have a connection to, like your hometown newspapers. In the beginning, the lower profile outlets might be your best bets for coverage, but send to your entire list because you never know what might catch a reporter’s interest.

Visit Tammy’s website at www.SpotlightPRCompany.com & sign up for her newsletter in which she shares PR tips, media details, and resources.