Most large companies have public relations departments or outside firms that serve a variety of purposes, including generating media buzz and handling damage control, among many others. Public relations is an essential part of the entertainment industry, and everyone in the business has a publicist, from the studios to the starlets. Michelle Czernin von Chudenitz Morzin, founder and CEO of Popular Media Press Group (PPMG), talks about public relations in the entertainment industry, as well as what has made the firm successful.
Show business is still business
While the business of entertainment seems more glamorous and mysterious to the casual observer, it is first and foremost a business. Therefore, Michelle and her colleagues approach their jobs with the same strategies as any other business. Michelle states, “Our role in building and protecting reputations, creating awareness, crafting messaging and building experts is, in essence, the same. Our ‘products’ are the films, television shows, web series and celebrities, and our ‘executives’ are similarly heads of corporations. From studios to production companies to films, every movie is a stand-alone corporation — the film’s producers and/or the filmmakers.”
PR takes more than brilliant writing to succeed
A PR professional should definitely have a strong background in writing, but Michelle notes other key traits that make PR professionals successful in the entertainment industry. “At the very core, one needs to like people and enjoy interacting with others. Additionally, PR professionals need to have a sense of excitement and anticipation; pitching is so much easier when it is authentic. Over the years, we have built our media connections, our social capital as it were, in the United States and worldwide. Maintaining these connections is one of the most difficult things to do, but it means everything when you are needing to get your client’s story told.”
PPMG approaches PR from all angles
One of the ways in which PPMG has built its success is by approaching publicity from many angles. Michelle states, “We have built a solid reputation over the years with a two-tiered approach. We provide clean, clear and effective public relations strategies. Then, we couple those with our out-of-the-box approach and find unique opportunities which further achieve our client’s goal. This may range from pairing with a high profile event to partnering with a cause to creating an experiential activation. It entirely depends on the objective of our campaign.”
Working in a creative industry with a lot of competition requires drive and determination, but PPMG has managed to stand out from the pack by utilizing creativity to create campaigns and build brands.
This article was written by Alaina Brandenburger of Examiner.com for CBS Small Business Pulse.