Publicity is one of the four major areas of client representation– alongside agents, managers, and lawyers. It is the only branch whose workforce is primarily composed of women.
Working in publicity means covering dozens of clients, thousands of media and social media mentions, and promoting multiple projects at the same time– often traveling with clients while handling work for others. They handle everything from strategy around press campaigns to booking hair and makeup for their clients.
Unlike agents and managers who receive a percentage-based commission on a client’s earnings, publicists earn a flat monthly fee or retainer. Agents and managers earn more when their clients do, but publicists earn the same amount. And when a publicists’ work results in a branding deal for their client, agents and managers earn money from the deal. Publicists, however, often receive little credit and no consistent financial reward for their efforts.
Publicists could earn more if their retainer fees increased. Yet, despite industry volatility, rising business costs and increasing workloads, retainers have not meaningfully changed in more than a decade.
It’s time to pay publicists more.
The answer is simple: pay personal publicists more. Read on for how different groups can make a difference.
Actors
Pay your publicist a percentage of your earnings– starting at 5%.
If you can’t pay a percentage, engage your publicist in a conversation about what a fair retainer rate is for the work they perform.
If you’ve been paying the same rate for more than a year, it’s time for an increase of 3% to 4% annually to account for inflation and performance-based raises.
Work with your business manager to make sure you can pay your publicist fairly and with regular increases.
Recognize that your refusal to pay more for this service creates systemic oppression for women in entertainment.
Thank your publicist by name when you receive awards, nominations, brand deals, and other forms of recognition for your work. They helped you get there.
Studio Executives
The price of personal publicity has gone up.
Increase the budget you provide to actors, directors, and others when you agree to cover their personal publicity costs as part of their contract.
These costs should increase at a minimum of 3% to 4% per year.
Provide bonuses to personal publicists who support awards campaigns in the same way you do to awards publicists.
Look to how executives in the music industry have incorporated fair pay for publicity into how they work with artists. It is possible to pay publicists commensurate with the work they perform.
Value publicists for the role they play in helping make your project a success.
Agents, Managers, Lawyers, and Business Managers
Stop trying to get your clients “a deal” that results in paying publicists below fair market value.
When you negotiate your client’s contract, include provisions for fair compensation for their publicist. This includes consideration of how much time the client (and their publicist) will spend prepping for press engagements, photo shoots, and live appearances– and this might differ from client to client, especially if your client is a woman.
Publicists are often the reason that your client receives a brand deal– but you negotiate those deals. Make sure the publicist is compensated appropriately and on a percentage-based fee for their work on a brand deal.
Recognize the value that publicity services play in the sustainability of your clients’ careers and advocate for regular pay increases or percentage-based commission.
Publicists
Never, ever work for free. It doesn’t matter if they are a rising star or a long-term client. You’re not a volunteer.
Sign clients on a percentage-based commission, especially for branding deals that you bring to them.
If you can’t charge a percentage, create a retainer structure that is responsive to changes in a client’s career and demands. Use a threshold model that increases with a client’s success.
Eliminate the process of grandfathering clients in on a lower fee.
At a minimum, plan for annual increases of 3% to 4% in retainer fees and communicate those to clients at signing.
Negotiate with your clients directly, not with other representatives on their team.
Consumers
Recognize that publicists are the people who make sure that you see your favorite actors and projects and get to engage with their work.
Encourage talent you follow to pay their publicists fairly by sharing these tips on TikTok, Instagram, and other socials.