The Press Agent Trainee (or junior publicist, as he or she might be known) assists the senior press agent in making an entertainer's name or an entertainment project better known. The entry level position is a good way to break into the entertainment business. The Press Agent Trainee may work with any type of entertainer, including movie stars, television stars, actors, disc jockeys, radio commentators, models, comedians, singers, musicians, and magicians, depending on whom the senior press agent is representing. He or she might also work with book authors, TV news people, sports figures, politicians, public speakers, television shows, sports events, movies, and other special programs.
He or she might sit in on a creative meeting with a client but will not usually contribute any campaign idea to the client directly. If he or she does come up with a concept, it is usually discussed with the senior press agent in a private meeting. The Press Agent Trainee does a lot of the grind work for the press agent. He or she might type press releases, calendar event sheets, and envelopes. The trainee is the one who puts together the various parts of the press kits, stapling, compiling, and placing information in press kit folders.
The Press Agent Trainee spends a lot of time on the phone calling important press people on behalf of the senior press agent and answering routine calls from the media. As the individual gets more experience he or she might begin writing press releases or a bio sheet on the client. At this point most of the writing will have to be checked by the senior press agent before it goes out to the media.
With more experience the Press Agent Trainee will begin to find hooks or angles for press releases. These are the ideas that make a press release exciting and capture the attention of editors and talent coordinators.
The Press Agent Trainee learns how to plan press conferences. He or she addresses envelopes for invitations, makes calls, learns who is to be invited and the correct time to hold a conference, etc. During the press conference he or she gives press or media kits to the people attending, mingles, and makes sure everything is going according to schedule. At times the Press Agent Trainee will act as a buffer for the press agent. For example, when the press agent is preparing to break a big story that he or she isn't ready to let the media in on yet, the trainee might answer the phones and keep the media at bay.
The Press Agent Trainee usually has opportunities to attend press parties, dinners, luncheons, and other social events with the press agent. These events help the trainee make important contacts that will help him or her meet people in the media and in the industry. This is especially important at this time in a trainee's career. Contacts not only help the individual do a better job at this stage but also assist him or her in finding better jobs and/or potential clients. The Press Agent Trainee at this point often seems like a glorified secretary. There is a lot of typing, envelope stuffing, phone answering, keeping track of bills, and running around involved. Eventually he or she begins writing releases, talking to clients, and doing more and more work without supervision.
The Press Agent Trainee gets little recognition. He or she must accept this fact, much as a senior press agent does. The Press Agent Trainee is getting paid to keep someone else's name, image, or product in the public eye. When and if a press or publicity campaign works, the press agent won't get much credit; the Press Agent Trainee will get even less. Worse than that, if the trainee does come up with a good campaign idea, the senior press agent may take full credit. Ego cannot play a big part in the Press Agent Trainee's life.
Salaries for Press Agent Trainees are relatively low. It is important to remember, though, that as the individual gains experience salaries go up. Press Agent Trainees may begin their career earning US Dollars 20,000 and might go up to US Dollars 33,000 or more annually.
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