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A Real Education: Teaching Students The True Lessons Of PR

This month, I will head back to school to teach a course on entertainment PR at California State University, Fullerton (CSUF), a class I’ve taught off and on for 20 years. I’m looking forward to being back on a college campus; I enjoy the positive energy surrounding a place for higher learning.

Of course, we’ll cover the basics: media relations, press releases, social media. But I’m also looking forward to providing some real-world advice to my students—many of whom were inspired to pursue a career in PR by the glamorous life of Shauna, Debi Masur’s character on “Entourage.”I was once one of those idealistic young whippersnappers, too. So, one of the most valuable lessons I can impart to these 20 year olds is my list of “The things I wish people had told me when I was taking PR classes in college.” 

  • Buy comfortable shoes: When I got my first job, I invested in all kinds of power suits. And to go with them, high-heeled pumps. They made me look taller (I'm 5’ 3”—every bit helps), and they made me feel professional. But after full days on my feet squiring clients to meet-and-greets or walking them down red carpets, I’d end up hobbling in pain … not a great way to promote my professional image. Fortunately, there are many more cool shoe options today than when I started. Kids, you can look good and be comfortable. You’ll thank me for this.
  • Do your recon: Before any major event—especially if you’re working with celebrities—you should know the ins and outs like the back of your hand. I was once in charge of getting Ted Turner and Jane Fonda from the stage to their dinner seats in a major hotel. I hadn’t walked the route by myself in advance so I ended up taking them all the wrong ways … eventually, we found their seats after a lengthy and harried tour of the kitchen! Also, know where the bathrooms are (for obvious reasons) and where the best exits are located so your star can depart quickly and discreetly if needed.
  • Addendum: Do your red carpet recon. Walk the red carpet in advance so you can ask journalists if they want to interview your celebrity. There’s nothing worse than walking your talent down the red carpet and discovering no one wants to talk to them. If you ask in advance, you can sweep by those not interested with your nose in the air.
  • Never assume. Remember that old saying, “When you assume, you make an ass of u and me”? No? Well, learn it. I once set up an interview for a famous director and his star, to take place at the director’s house. The star needed to change her clothes before the interview; I assumed she could do this at the house. No. The director’s wife made her change her clothes down at the local gas station. Even if you think something is guaranteed, double-check.
  • Or: Assume the worst. You must know this old saying: Hope for the best, prepare for the worst. Let’s say you need to get photo approval from a star. Better to assume they’ll reject everything and have a back-up plan than to expect they’ll be reasonable and end up empty-handed. I once sent a famous singer the original slides from a Coca-Cola TV commercial taping. She ripped them up and sent them back and we were left with only one salvageable photo. (Bonus tip: Don’t send originals.)
  • Don’t seat competitors next to each other: One of my first faux pas in Hollywood involved two of the biggest gossip columnists from competing trades. We were hosting a dinner and I seated the two of them on either side of our celebrity host. They were furious that I’d placed them so close together, and, of course, both wanted the exclusive access to the star. It made for a very uncomfortable and awkward night.
  • Budget for beauty. If you’re doing anything publicity-related with a celebrity, plan on at least an extra $10,000 for hair, make-up, and a stylist. It’s a lesson I’ve learned the hard way.
  • Don’t be naïve. When I was much younger, I was the spokesperson for a major company and I traveled around the country doing radio, TV and print interviews. I was alone on my trips and, often, a local reporter would ask me out to dinner. Usually the dinners were friendly; sometimes they’d try to get information I wasn’t allowed to divulge; once in a while I’d get hit on and have to gulp my dinner to get out of there. The point is: Stay professional. Friendly dinners don’t mean that you’re friends.
  • Never answer a reporter’s question unless you are 100% certain you know what you’re talking about. I count my lucky stars that I’ve never had something appear in print or on television that I later regretted. But I know many colleagues who have. The trick is to pause before you answer or to ask the reporter if you can get back to them on that. Then you must follow up.
  • Keep your car clean: Sometimes the limo doesn’t show up or the town car is late. You can’t leave your client (or, heaven forbid, a celebrity) standing on the sidewalk. You may just have to put them in your car and drive them yourself—and you don’t want to be tossing McDonald’s wrappers into the back seat.
  • Keep your sense of humor. This may be the most valuable advice of all. You’ll use this one every single day.

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