Film Publicists assist Distributors in determining how to advertise films in order to maximize audience numbers.  Ideally, planning how to position a film begins during pre-production, or early in production.  Publicists usually have ample lead-time to plan and prepare publicity campaigns, in collaboration with the Distributors and/or Producers.  Campaign work includes preparing film press releases, press packets, stills and the EPKs (Electronic Press Kits).  If they set the right tone and approach, these items inform the press, and help them to create favourable opinions about films.

Film Publicists schedule and oversee press screenings, or press junkets in the case of bigger budget movies, as well as screenings for test audiences.  They must be knowledgeable and strategic; quick to follow-up with opinion makers such as print, TV, radio, and Internet critics; and adept at building the "buzz" surrounding each film while it is in the marketplace.   

Responsibilities
Publicists must fully understand the selling points of each film they publicise.  Once the core audience has been identified, Publicists help to create and implement the Distributors' release plan.  To reach the broadest core audience, Publicists generate detailed publicity campaigns, which pitch and position films for the media and, in turn, for the public at large.  Press packets created by Publicists usually include the film's synopsis, production notes, cast and crew credits and biographies, stills and the EPK.

In addition to overseeing all major aspects of press relations, Publicists may also be expected to liaise with promotional partners, theatre owners, studio executives, members of the film's cast and crew, opinion makers, critics and film festival representatives.  Throughout the process, Publicists must keep Distributors and Producers informed and aware of PR developments.  Should there be any controversy or crisis, Publicists must instigate, oversee and coordinate any and all damage control.

Skills
Publicists must be able to multi-task, pitch, and persuade, and should be extremely flexible, spontaneous and good with people.  Every film release involves ongoing problem solving.  As day-to-day schedules are erratic and seldom predictable, Publicists should thrive on change.  They must effectively oversee a great variety of elements and individuals, as film campaigns progress.  The Distributors' and Producers' needs and requirements are paramount, as are those of key opinion makers, whose reviews, articles and TV items inform public opinion.  Networking abilities, and a range of contacts across all media, are essential for Publicists, as are excellent communication skills, with particular emphasis on writing abilities.

Qualifications/Experience
Publicists usually have a degree in Communications, Journalism or Business.  Other particularly useful qualifications include those in Public Relations, Public Speaking, Writing, Journalism, and Film History and/or Production.  Internships or work-study often provide entry-level positions for Publicists.

Individual course accreditation in certain subject areas is currently being piloted. As part of Skillset's and the UK Film Council's Film Skills Strategy, A Bigger Future, a network of Screen Academies and a Film Business Academy have been approved as centres of excellence in education and training for film.

Where to go for more information
Skillset is the Sector Skills Council for the Audio Visual Industries. The first sources of information for all jobs in the industry are the National Occupational Standards. Browse Skillset's website for links to our network of training partners, information about training and access to the comprehensive Skillset/BFI course database. Finally, Skillset Careers is UK's only specialist media careers advice service; for detailed media careers information and advice, visit www.skillset.org/careers.