By Wal Baker 

A publicist generates publicity for individuals, such as artists, entertainers and politicians,  and organisations, such as companies, associations and government departments. Entertainers and public companies, for example, hire or employ publicists to achieve coverage for them in the mass media, including television, radio, the press and the internet.

A publicists may, for example, publicise a book for an author, a concert for a performer, a product for a manufacturer, a project for a construction company, a scientific finding for a research institute, an exhibition for a trade organisation, or profit results for a public company.

Essentially publicists gain publicity by writing and disseminating information of public interest to the media.

Publicists practice good media relations. They liaise on behalf of their clients with editors, reporters, television producers and radio announcers, arranging media conferences, interviews, photo and video sessions, site inspections, demonstrations and other publicity events.

They write and edit news releases and feature articles. They compile lists of media contacts and organise the distribution of news releases and photographs by wire service, fax, email, post and the internet. 

They hire subcontractors for list maintenance, media monitoring, clipping collection, coverage reporting, photography, video production and other support. 

Some of the best publicists begin their careers as journalists. Many become employed as account executives, managers or directors in large public relations firms. Some are employed as media officers in public companies or government departments. Some set up their own public relations firms and operate as independent consultants and publicists serving their own clients.

Some public relations firms outsource publicity assignments to independent publicists.

Publicists are also known as publicizers, media relations consultants, publicity agents, press agents and PAs. Some publicists are public relations consultants, PR consultants, offering a broader range of services such as employee relations and community relations consulting and crisis management.

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Wal Baker is a public relations consultant and publicist of Wallace Baker Public Relations - www.wbpublicity.com.au .