Angela Radford, from Angela Radford Publicity, tells us more about herself and what a publicist does as part of the latest Generator on Money's tight and I'm sure I can do some of this myself. How do I be my own publicist?

What does a publicist do?

A publicist co-ordinates an event or project with the client, author (where there is one) and across all the various media. Sounds simple but it involves a great deal of strategy, thinking on your feet, flexibility and detail. If there is an author tour planned, it involves more strategy with flight, hotel and venue bookings, arranging media in each city or town and co-ordinating it all into a seamless overall plan.

Tell us a bit about your professional background

I worked for Allen & Unwin in Sydney for about a decade, including a stint in their London office when I was travelling. I returned to New Zealand about 10 years ago and have been freelancing since.

How, when and why did you get into publicity? What keeps you involved?

I got into publicity because I wanted to get into book publishing. I’d been working for the syndications department at News Ltd in Sydney dealing with many publishers and liked the people I’d met and admired their loyalty to the profession. Allen & Unwin was my first choice so when the publicity role came up about 20 years ago, it came down to two of us for the position so I pleaded with Monica Joyce (literally) that I was the person for the job. I’m sure qualifications are now far more of a necessity with job applications but genuine enthusiasm remains a skill not to be under-rated.

The changes in communications have never been more prevalent than now and I love that a publicist has to not only keep on top of that but use time-old good communication skills as well as charm and integrity.

What areas do you specialise in?

Book publishing across a diverse range of titles. In a one-month period, I might pitch ideas across fiction, poetry, history, Maori, medical, children’s titles – you name it, if there’s a book out there and I believe in its merit, I can publicise it. You need to know media contacts across all subject matters and always think outside the square to look for new and hopefully groundbreaking promotional ideas. Clever, quirky campaigns are very popular right now.

I would never question the amount of time and energy a writer has put in to the conception, research and publication of their book, so if I’m unable to do the publicity for any reason, I will suggest another publicist or if they want to self-publish, give them suggestions and tips.

How can clients help themselves help you?

It’s helpful if clients have their own media contacts, as they often do, particularly if they are known or have published work already. It’s important to know if they have already done an interview with a media outlet as the media are renowned to have very long memories and won’t place an author if they have covered them recently or it may even be as long as the last few years sometimes.

They need to have a good understanding of the entire process and to always let the publicist know if media contact should them directly. You may have planned an interview with the opposition company/station, so it’s vital that all media contact comes through the publicist wherever appropriate so that nobody stars yelling at you! Also clients need to be ‘good talent’, so check they are comfortable and proficient with media interviews or whether they might need media training.

What interests/excites you about the creative sector?

That it’s an evolving beast. The people, the ideas and how the world goes around intrigues and fascinates me.

What are your creative interests?

I read widely, write and try to see live shows where creativity can seep into my bones. I think the imagination in nature is the most creative thing of all and it never fails to inspire me.

Who are some of your mentors?

Monica Joyce, my first boss at Allen & Unwin, fellow publicists and anyone with wisdom to share.

What’s the best piece of advice you’ve been given?

Be kind.

What’s your top tip for creatives doing DIY publicity?

Decide what you want to achieve and start to prepare. Be clear in your objectives and simultaneously allow flexibility.

What are some of the perks and the pitfalls of a career as a publicist?

Perks are free or cheaper books, travel if you’re lucky and the amazing people you meet along the way. Pitfalls are whatever you allow them to be – but watch out for the potholes.

What are some of the future trends?

It’s hard to tell because publicity will always be an essential tool in marketing any product, so it’s a matter of keeping your eye squarely on future trends and utilising them to fit your project. It’s a changing and exciting world we live in.