Entertainment publicity vet, Liza Anderson
, offers her
take on everything from crisis management to company mea culpas to drunk tweeting.
Bring on Liza Anderson, founder of Anderson Group Public Relations, a bi-coastal PR firm that focuses primarily on representing everyone from actors to athletes to corporate brands.
: One of the biggest changes in public relations is the method in which we do PR.
: A decade ago, getting a client in a magazine and getting them legitimate print in long-lead magazines (Vogue, GQ, etc.) was the "be all and end all" for an actor, celebrity, public figure, etc. Although print is still highly coveted, with the volume of print publications diminishing, these hits are now few and far between.
: The number 1 rule of crisis management is to have a great relationship with the person or entity in crisis and to have even better media contacts!!!
I believe a publicist must have completely open and honest communication in order to properly represent a client, so we know the true facts of any given crisis and can proceed with everyone in the situation from there.
In my case, crisis management comes into play with the various actors and celebrities I represent, and the trouble or "breaking news" story surrounding them.
Not only do we need to know exactly what is going on in any given situation, we must also have close relationships with key players in the media ... who feed off this crisis as news.
Where has social media made the biggest impact on public relations?
: With the advent of social media, PR has never been quicker or more responsive.
: I'd like to think it's always possible to get ahead of a story if you're on your game, genuinely care about your clients, and have a personal relationship with both your client and the press.
Again, great, honest communication with everyone involved in a story that needs to be "curtailed" or "spun" is KEY.
What do some Fortune 500 companies still need to learn about social media?
: The main thing is that CEOs of Fortune 500 companies need to engage in social media if they want to grow their companies.
Anderson: As far as companies talking as entities and not through their CEO's, what I immediately think of are the airlines.
Anderson: You hold your breath, bury your head in the sand and wait for the crisis to go away.
No, just kidding!!!!
Keeping someone out of the press can be a full-time job, especially since pictures on a cell phone, a video walking down a street, a single tweet or a post on Facebook
, all constitute press in this day and age, and it can go viral within minutes of hitting the Internet.
The best way to keep someone out of the press is to work in conjunction with them to strategically monitor their actions and behavior, but it's really a case-by-case basis.
To tweet or not to tweet -- is that even still a question?
: No ... unless you're Ashton Kutcher or your name is Amanda, then you need to hand over your Twitter account to professionals.
What's the #1 faux pas people make when it comes to their social media accounts?
: Tweeting while you're drunk!!
: I guess to a certain degree we are all in public relations, branding ourselves to our friends, family or anyone that listens, despite the size of the audience.
There's just so much more to the real definition of "public relations" when it comes to publicity for a company, a celebrity, a brand, an expert, or an actor.
Social media is just one of the latest essential tools in the toolbox filled with many other aspects of a well rounded PR campaign, such as: television appearances, award shows, events, magazine covers and feature stories, newspapers, radios, etc.
Liza Anderson of AGPR
Anderson Group Public Relations
is a public relations and brand management firm representing talent in television, film, music, as well as fashion, corporate, sports, medical, non-profit, authors, lifestyle, events, product launches, and crisis management.
Liza Anderson is the President and Founder of AGPR.