Spotlight PR Company Founder and Head Publicist, Tammy Lynn, benefits from more than 20 years of public relations experience, providing her the opportunity to build long-standing relationships with a variety of media outlets. Having worked in Los Angeles and New York City for some of the largest PR companies in the business, Tammy was responsible for overseeing PR strategy and cultivating media relationships. She has worked on a variety of projects spanning entertainment, lifestyle, technology, health/medical, public affairs/non-profit, consumer product, and publishing. Her company, Spotlight PR, is a boutique public relations company that works with actors, filmmakers and other creative professionals to craft a public image, build name recognition and generate buzz. We were thrilled to get some of Tammy’s time for a short Q&A. Enjoy!
How did you get into Public Relations?
I was working in Production and Post-Production in New York and had a friend who left that company and started working at a Broadcast PR Firm. She said they had an opening and I had gone to school in Communication & Film, so she knew this was right up my alley. And it was really corporate- so it ended up being a wide variety of industries like fashion, automotive, and some entertainment. When I moved back to Los Angeles a few years later, I had a lot of friends who were actors who just needed a little push. These were rising actors- folks that had guest stars or nice recurring roles, not series regulars. And there was some success there so I made the switch to fully doing entertainment and started Spotlight PR Company in 2008.
How would you describe public relations to folks who might not know what that entails?
Within PR, you have the marketing side and you have the press side. The marketing side is getting people to go see your show; the social media side of things would be marketing. My specific focus is on the press which is more about publicity- outlets that are interested in you as a third party.
My company is not full service so I don’t work on red carpets, parties, and events; I work behind-the-scenes to land interview opportunities, feature articles, and critical reviews. And that’s because I focus on rising artists- a story is more advantageous to you when you are coming up than a picture opportunity. A red carpet picture is great for networking or as a marketing tool, but you’re less likely to be picked up by outlets. Your money and energy is better spent trying to get coverage to build a little buzz through earned media opportunities.
Why is a publicist an essential member of an actor’s team?
A publicist will look out for your best interest, protect you in certain ways, and advocate for you. I can get answers a lot faster from a studio PR team or a press outlet. We have built relationships with industry folks and press that will help get answers and opportunities. We’re really a 3rd party buffer, just like an agent. You can do all of this for yourself, but it takes a lot of energy and time to get buzz. Instead, you can just show up all smiles with your artistry and your authenticity and let the publicist handle the hard stuff.
What is your favorite type of client to work with?
Someone who understands that we’re a team. Someone who can get materials and availability that are needed quickly. Someone who is responsive and communicative. But most of all, someone who understands that this is a process and it takes time. We’re not always going to hit a homerun, but I can get you to 2nd or 3rd base. Press all builds on itself, just like acting roles. You start at a certain level, and then with time, level up to bigger outlets. Each piece of press is useful- you can put it on IMDB, you can pull quotes, you can put it on social media, and you can send it to your agent to help pitch you for the next opportunity. A great client understands it’s a long game- you’re always building on the press you’ve gotten before.
When do you feel it’s best for an actor or creative to hire a PR firm?
For rising actors, there are 2-3 really great opportunities to go after press coverage. The first is when you book the role- think those trade articles on Deadline. You need permission from the studio and certain elements in place for that to catch on. For TV, it has to be a caliber of role that recurs over many episodes and has to be a show that is maybe on its first or second season for the press to really pick it up. I work trying to get that permission and see if we can get you included in the announcement, if they plan to do one.
One of the easiest opportunities is when you are in an indie project that has a little bit of name cache attached. Meaning, you might be a strong supporting or co-lead, but someone else in the cast or the director has serious name value. There seems to be more willingness to cover an indie film project that has a name and we try to get you included in that; there’s less red tape and usually it’s easier to get.
The best time to get press is when your show or project is going to premiere or release. 99% of the outlets are not the trades and are directed at the consumer. Part of my job is putting that list together and to figure out and hone in on the best press targets for you at that moment.
What are publicity tools every actor should have if they want to boost their career?
Pictures are key. Usually I’ll ask for 3-6 images total, one being your main shot. You don’t have to have separate editorial shots; you can definitely use your headshot because it might help you be more instantly recognizable. Go back to your sessions and see what you have that you love. 1-2 behind-the-scenes shots with a key cast member or director are also great. Your publicist can also ask to get official images from the project or the production team- stills, poster, etc.
Another thing a publicist will want is a good, comprehensive bio about who you are. A simple website is also helpful: something that has your theatre credits, pictures of you at live events, your other projects as a multi-hyphenate. You can have your headshots, bio, media, demo, all of it up there. It’s a great opportunity. And if you don’t have a website yet, you can always grab your name as a domain and reroute it to your IMDB until it’s ready.
How much should a client anticipate spending on PR services?
It will depend on the company and what their services are. For Spotlight PR, we try to be as budget friendly as possible. So for a basic press campaign for the release of a project, we have packages starting in the $600-$700 range with a contract of 45 days.
I also offer consultations to discuss images, your bio, promotional strategy and more. It all depends on your goals, needs, and budget. Different stages need different things so I am really conscious of that.