Press and publicity plays a vital role in the marketing of films. Press campaigns are carefully planned in advance and encompass both Unit Publicity (carried out during the film shoot) and Distribution Publicity (arranged to coincide with the film's release). These two areas require different specialist skills and usually involve two different experts or Publicity companies.

Unit Publicists are hired by Producers, Distributors or Sales Agents and together they plan appropriate press strategies involving regional, national and international media, including Newspapers, Magazines, Radio, Terrestrial and Satellite Television, Internet Broadcasting, etc. During filming, Unit Publicists work closely with 1st and 2nd Assistant Directors to ensure that actors and selected crew members are available for interviews, and help journalists and EPK (Electronic Press Kit) crews to schedule and conduct interviews.

Unit Stills Photographers work closely with the Unit Publicist to ensure that sufficient good quality photographic stills are taken during the shoot. This is an important part of the Publicity process, and can make the difference between a newspaper or magazine editor deciding whether or not to run a piece. EPK crews are hired by Studios, Distributors, Sales Agents, or sometimes Unit Publicists, to produce interviews and behind the scenes footage of feature films. These segments are edited and transferred onto Broadcast Video Tape, CD, DVD or VHS formats, and supplied to broadcasters as a package.

Although the various Publicity roles require specific areas of expertise, all those working in Unit Publicity must be capable of pitching and selling ideas, and need a good understanding of what journalists and editors require from stories, excellent communication skills, the ability to work well under pressure, and good organisational skills.