The Theatrical Press Agent Apprentice is a full-time paid assistant who works in the office of a senior theatrical press agent. The individual helps the senior press agent to publicize and promote theatrical productions in order to obtain as much exposure as possible.
The individual works as an assistant for a three-year period. During this time the individual works with one specific press agent at a time. He or she may change employers during the time of the apprenticeship; the employer, however, must be a certified union member of the Association of Theatrical Press Agents and Managers (ATPAM). When an individual decides to become a theatrical press agent, he or she applies to work with a senior theatrical press agent who is a member of ATPAM. If the senior press agent feels that the applicant is dedicated to the profession, he or she will sponsor the individual, who can then become an Apprentice.
The individual is a Theatrical Press Agent Apprentice for the next few years. He or she takes this time to learn everything possible from the senior press agent about publicizing and promoting theatrical productions such as Broadway and off-Broadway shows and regional theater. The Theatrical Press Agent Apprentice learns the techniques of the profession. Everything he or she does is under the strict supervision of the senior press agent. It is important for the apprentice to work with an individual he or she both likes and respects professionally. The two will be spending many hours together. Much future success of the apprentice is the result of the training received from his or her superior.
A great amount of the apprentice's time is spent watching the senior press agent do his or her job. As the apprentice monitors the mentor's techniques, he or she finds that many of the techniques used in publicity are similar. For example, every time the press agent arranges and runs a press conference he or she follows the same basic steps. The press agent may create new promotions, but a location must always be chosen for the program, the media must be invited, and there has to be a reason to hold an event. The Theatrical Press Agent Apprentice learns how to write a press release, put together a press or media kit, and prepare biographies. At this point in the educational process the individual will just be learning. He or she might gather information for the senior press agent or check the accuracy of facts but probably won't do much actual writing. As time goes by in the apprenticeship the individual begins to write simple press releases or bio copy.
The individual also learns how to stage media events. This might include the development of ideas to attract media attention as well as the implementation of actual events. The apprentice assists with many of the details involved in the running of these events. He or she may do a lot of the legwork, including reviewing the media guest list, checking to make sure that press kits are compiled and brought to the event location, or helping to greet media people.
The Theatrical Press Agent Apprentice learns to put press lists together and may be responsible for making sure that names, addresses, and phone numbers are kept accurate. He or she may make calls on behalf of the senior press agent to the media and others. The individual learns what types of advertisements are most effective and when and where ads should be placed. The Theatrical Press Agent Apprentice does a lot of running around. He or she may deliver press kits, press releases, photographs, etc. The individual might accompany one of the stars of the production to a press interview or television appearance.
On opening nights the Theatrical Press Agent Apprentice helps the senior press agent with his or her duties. The individual may call critics or reviewers to make sure that they will attend, put names on seats so that the reviewers will know where to sit, or pass out press kits and media information. The Theatrical Press Agent Apprentice's main function is to assist the senior press agent in every way while learning everything the individual knows about publicizing and promoting theatrical productions. The Theatrical Press Agent Apprentice is responsible directly to the senior press agent. He or she works long hours. This is not a nine-to-five job. After the apprenticeship the individual will be ready to strike out on his or her own and become a full-fledged theatrical press agent.
Minimum salaries for Theatrical Press Agent Apprentices are set by the bargaining union, the Association of Theatrical Press Agents and Managers, AFL-CIO (ATPAM). Currently, individuals receive a minimum of US Dollars 350 per week for the first year of their apprenticeship.
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