On National Publicists Day, we’re removing the curtain on publicists’ wild, rewarding, and sometimes meme-worthy lives! At Lightfinder PR, we’ve had our fair share of high-stakes, hilarious, and humbling moments. From working with The Carter Center and President Jimmy Carter to memorable collaborations with stars like Jim Carrey, Santana, and Andy Vargas, it’s safe to say we’ve got some stories—and maybe even some secrets—to share. But don’t worry; today is about celebrating the craft, the hustle, and, most importantly, the people who do it.
It’s not all champagne and red carpets. Sometimes, it’s 2 AM, Ben & Jerry’s Chunky Monkey, and pep-talking a blank page like it’s about to reveal the universe’s secrets. Being a publicist is a constant juggling act. It’s a blend of anticipation, strategy, and a knack for navigating anything thrown at you—from a sudden press crisis to managing everyone’s personalities and expectations. But, for those who love the work, it’s a ride worth every minute.
The Glamour and the Grit
Publicists are the unsung heroes of the media world, the behind-the-scenes fixers who ensure everything looks perfect, even when it’s anything but. We’re talking late nights, early mornings, and a 24/7 commitment to our clients.
Consider our time with President Jimmy Carter, for instance. Producing his 95th and 96th legacy birthday events was a high-wire act and an honor. We navigated a constant flow of logistics, but the reward was witnessing the impact of the messaging, seeing the joy on people’s faces, and helping create moments of celebration for someone who has given so much. These are the stories we live for.
And then there’s Jim Carrey, who is every bit the character you’d expect. His energy is contagious, his humor sharp a magpie, and working with him, you’re constantly reminded why you love this job. Because, yes, for every 2 AM emergency, there’s also a chance to meet brilliant and inspiring people who shape culture.
High-Stakes Game: Navigating Crises and (Attempting) to Keep Calm
One of the most exciting aspects of PR is its diversity. One day, you’re working on a non-profit conservation campaign for the Aldo Leopold Foundation, and the next, you’re strategizing how to manage a celebrity OR client meltdown. This variety keeps you on your toes, but sometimes it feels like being a therapist, always stepping in to calm the chaos and keep everything under control. Only in PR do you wake up to a 3 AM client text saying, ‘Can we make this disappear from the internet… by morning?’ Ah, the joys of modern technology, But it’s not just crisis management. It’s also about creating and executing strategic campaigns, building relationships with the media, and constantly staying updated with the latest trends and news. It’s a multi-faceted job that requires a diverse skill set and the ability to adapt to different situations. From crisis management to strategic planning, from working with celebrities to promoting social causes, the PR field is as diverse as the stories we tell.
Publicists thrive on finding solutions, but we often need to talk about the exhilaration of solving those problems under pressure. It’s like a puzzle, and the satisfaction of finding the right piece is unbeatable. Whether you’re partnering a client’s products with musician Andy Vargas or supporting a non-profit under public scrutiny, every challenge comes with the opportunity to shape the narrative and reinforce the message. This feeling of accomplishment, the rush of solving a problem in the heat of the moment, keeps us going in this often challenging media industry.
Celebrating Wins and Watching Clients Shine
One of the most fulfilling aspects of PR is witnessing clients and their stories take off, knowing you played a part in that moment. When Jack Millard’s Arizona space capsule art installation went viral worldwide, it was one of those shared victories that made the work so rewarding. Seeing Jack’s artistic vision and voice reach audiences around the globe was a reminder of why we love this fast-paced, often challenging industry. Moments like these, where our clients shine, and their success becomes our own, bring a sense of fulfillment that’s hard to replicate.
As publicists, we’re focused on press coverage and helping our clients connect authentically with their audience, amplifying their message. Standing in the wings as they take the stage, feeling the crowd’s energy, and knowing you helped make that connection happen? There’s nothing quite like it.
We love our work with non-profits just as much. Partnering with organizations dedicated to conservation or social good has been a career highlight at Lightfinder Public Relations. We get to promote stories that matter and help make a difference. And while it might not come with a red carpet, it comes with purpose. These moments, when we see the impact of our work on causes we believe in, genuinely make the work rewarding. It’s not just about the glamour but the difference we can make.
The Lighter Side of PR Life
Despite the stress, the non-stop hustle, and the constant state of semi-panic, there’s a lot of fun in the job. Only in PR do you find yourself at a private, late-night, Monster Cable-hosted after-party in Las Vegas, hobnobbing with Stevie Wonder and Sheila E and celebrating the 40th-anniversary reunion of Earth, Wind & Fire. It’s those surreal, late-night moments—juggling calls with the East Coast, catching bites between music legends—and wondering how this became a ‘normal’ part of the job. It’s the perfect reminder that we’re all in this together—publicists worldwide united by our shared caffeine (or champagne) addictions and perpetual phone calls. Publicists know how to laugh at themselves, which is necessary when you work with personalities larger than life. (And I’m not just talking about the journalists we pitch!) The moments that keep us going are the quirky client calls, the absurd headlines, and the creative problem-solving that makes every day unique.
So, Why Do We Do It?
Why does anyone become a publicist? Because we’re storytellers, connectors, and creators. We’re passionate about shaping narratives, guiding public perception, and being the invisible hand that helps elevate brands, personalities, and causes. Our work is about more than managing crises or getting our clients in the news. It’s about influencing how people think and feel about what we promote. There’s power in PR, and using that power for good is both a privilege and a challenge. We’re not just managing reputations; we’re shaping them, and that’s a responsibility we take seriously.
At Lightfinder PR, we thrive on the thrill of the job, the magic of seeing our clients succeed, and the memories we make along the way. But let’s not forget, it’s not all glamour and victories. There are also the late nights, the high-pressure situations, and the constant need to be on top of your game. So, here’s to the publicists, the PR pros who work tirelessly behind the scenes, and the friends, clients, and partners who make it all worth it. On National Publicists Day, we raise our mugs of coffee (and maybe our glasses of champagne later) to the highs, the lows, and the unfiltered, unapologetic joy of public relations.
Happy National Publicists Day! 🎉 Keep laughing, hustling, and sharing those PR is “not sales” memes. We’ve earned it.