When the unit publicist comes on
A unit publicist is usually hired shortly before principal photography and stays through wrap, sometimes a little after. The department is listed with post-production on crew lists because the materials they build are used after the shoot, when marketing starts. On a studio film the unit publicist works under the studio's publicity department. On an independent, they may report straight to the producers and help shape a festival strategy with the sales agent.
In the first week the publicist reads the script, gets the crew list and cast list, and meets the producers to agree on what can be said publicly. Is the casting announced? Is the plot under wraps? Which locations can be named? The answers go into a short set of guidelines the publicist shares with the still photographer and EPK crew.
Interviews and production notes
The biggest writing job is the production notes. The publicist interviews the director, lead cast, producers, and department heads during the shoot, when details are fresh. A production designer who just built a 1970s diner on a stage has better stories in week three than a year later on a press junket.
A production notes outline for an indie drama might run:
| Section | Source |
|---|---|
| Short and long synopsis | Script, approved by producers |
| About the production | Interviews with director, writer, producers |
| Casting | Director and casting director interviews |
| Locations and design | Production designer, DP, location manager |
| Cast bios | Actors' reps, checked against credits |
| Filmmaker bios | Director, writer, producers, department heads |
| Credits | Production office crew list, final approval by legal |
Bios need approval. Every cast bio typically goes back to the actor's reps before it's final, and credits must match the contracts.
Set visits and stills
The unit publicist schedules press visits on days that give good material without disrupting the shoot, and talks with the 1st AD first. A 12-page day with a company move is a bad day for a journalist. A 3-page dialogue scene on a stage, with the lead available at lunch, is better. On a visit day, the publicist greets the journalist at base camp, gets any non-disclosure paperwork signed, walks them to video village during rehearsals rather than takes, and sets up interviews during the lunch break or between setups.
The publicist also works with the still photographer on shot priorities. A useful habit is to mark the scenes most likely to produce the poster moment or key press images and flag them to the photographer a week ahead. For example: "Day 14, Scene 52, EXT. PIER - SUNSET. Both leads, wide and close. Key art candidate." Behind-the-scenes shots of the director with the cast on set are just as important for press as scene stills.
Some actors' deals include photo approval rights. The publicist tracks which images each actor has approved or rejected before anything goes to marketing. A stills log with frame numbers, scene, cast pictured, and approval status is what keeps rejected images from showing up on a website later.
A day on set
- 7:00a: Check the call sheet for cast, scenes, and whether today's work is sensitive
- 8:30a: Brief the still photographer on priority scenes
- 11:00a: Journalist arrives. NDA, safety briefing, base camp tour
- 12:30p: Lunch interview with the lead in their trailer, approved by their publicist
- 2:00p: Journalist off set. Photo approval request sent to two actors' reps
- 4:00p: Interview with the costume designer for production notes
- 6:00p: Update the stills log and production notes draft
Who the publicist works with
The producers and studio publicity, the director, cast and their personal publicists, the still photographer and EPK crew, the 1st AD for timing, and the location manager when a location has restrictions on photos or press.
How publicists get the job
Most come from entertainment PR firms or studio publicity departments. The International Cinematographers Guild, IATSE Local 600, represents publicists along with camera professionals. For the Guild's Western Region, the How to Join page points applicants to its roster placement letter, the Contract Services Administration Trust Fund website, and member services. Eastern and Central Region applicants contact those offices directly.
Paperwork and tools
Production notes, bios, the stills log and approvals tracker, press visit schedule, NDAs, and the delivery package for marketing. Storiara's call sheets list the day's scenes, cast, and location, which is what a publicist checks before booking a set visit. See the call sheet feature.