Browsing articles from "April, 2011"

Apr 15, 2011

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Film Focus – Unit PR

As part of our Film Focus series, we’re joined by Liz Rodriguez, founder of EMR Media; specialising in Marketing, Branding and Publicity Services for the entertainment industry. Today we’re going to be talking about the role of a Unit PR within film production and the value that such a role can add to the success of your film.

Thanks for joining us Liz! First thing’s first, what exactly is a Unit PR and what do they do?

Thank you …. Where to start! Not everybody in the film industry really understands what a Unit Publicist does and how they can benefit a production especially an independent film. Due to budget constraints often the Unit Publicist is overlooked and not deemed a vital member of the production team as other areas need paying first. This is completely understandable however if a production has allocated a PR budget, something is better than nothing, then a Unit Publicist can be an invaluable part of the production team.

The Unit Publicist provides vital communication between producers, cast, crew and the media during filming. When they generate publicity thus creating public interest and awareness, they help the producer sell to sales agents who in turn sells the film. So often the producer and director rally around a number of film festivals having to pitch their project to a sales agent. If there is already a buzz on the project it makes selling so much easier, less time consuming and cost effective.

One of the key roles for a Unit Publicist is to prepare the EPK (Electronic Press Kit). They work closely with the Stills Photographer and Videographer shooting the ‘behind the scenes’ footage. The EPK involves a short and long synopsis of the film, writing production notes on key production staff which can generate a human interest story, interviewing cast and crew members, along with some behind the scenes still photography for a visual of the movie. In addition the EPK can be used as bonus DVD material.

During production they release snippets of information and still photography from ‘behind the scenes’ and ‘the making of’ so as to generate a buzz within the film industry who in turn feed in to the general public/end consumer. There is a balance between releasing information during filming so as not to dilute the press coverage when the film is finally released. If a movie has allocated a PR budget then a Unit Publicist can be an invaluable part of the production team.

There seems to be a lot involved! So what would you say are the key benefits to using a Unit PR for your production?

The Unit Publicist is the ‘go between’ the production team and the media. If you are a filmmaker or an investor of a movie you obviously would like a return on your investment, you want that movie sold and seen. Thousands of movies are made each year that are terrific and with a great cast but have never seen the light of day or more importantly paid back investors. A Unit Publicist can be one element that helps sell a movie by generating that initial buzz and awareness. The Unit Publicist sets to work 4-6 weeks ahead of principal photography on a feature film.

It is worth noting that some PR companies now open their doors to product placement and brand integration which aids the film-makers revenue stream to support the project. The product benefits from being involved in the project for a variety of reasons depending on that brand. The PR company needs the product to receive value for money so quite often they up the media attention to support the product which in turn adds additional value to the production.

Sounds like a valuable role to have on-board when you’re producing a feature. But what if somebody is only producing a short, do you think it would still be worth getting a Unit PR involved?

I believe that a Unit Publicist or at least some publicity should be considered in all cases. It really depends for what purpose that short film was being made.

If it was to showcase a director or film-makers ability to produce a high quality piece to camera that would be used for pitching additional film-making opportunities, then it is the publicist’s role to raise the profile of the director or filmmaker through the media which makes arriving on an agents or production companies desk a greater opportunity to be seen. The marketability of that individual has been given a leg up!

If the short film was being made to attract investors or a production company so as to turn that short film in to a feature, then a Unit Publicist would be, again, a vital ingredient as mentioned before. They can still produce an EPK, generate a buzz and create awareness within the film industry so as to attract the right production team or investor to take that initial short to a feature film.

And would you say it’s a rewarding job?

Gosh absolutely, it is one of my favorite services that my company offers to clients, which is quite something when we cover marketing and PR for film, music and television.

We have been handling Unit Publicity for the film, music and television industry since 2004. I have personally been able to travel as Unit PR all over the world as part of the production team sometimes for the duration of the shoot, sometimes just a week to capture all that’s needed from the set. A week in the Sahara Desert was a tough location for me but worth it in the end!

Better you than me! Any advice you can offer to somebody that may be looking to follow a similar career path?

It takes an education in marketing, communications, PR or journalism as a starter to be a good Unit Publicist plus the ability to think laterally. There are so many genres of film these days, it is important to create that USP (Unique Selling Point) which will make that particular production stand out over and above others in the making too.

Aside from that, my top tips are to have a good work ethic, sense of humor, be able to juggle numerous personalities on set, be unafraid to work long hours and different time zones. It is very rewarding when you see your name in the credits of the movie up on the silver screen.

Thanks for joining us Liz! To find out more about Liz Rodriguez, EMR Media (est.2004) or how a Unit Publicist can help you, contact: liz@emrmedia.com

Make sure you check back regularly for more interviews, the latest film news and all the comings and goings from Stencil Media.

Scott Edington

http://www.stencilmedia.co.uk

Stencil Media

We're a video production company based in Derby and specialising in visual effects and motion graphics. In our short time we've built up an impressive list of clients around the world including such companies as Neuro Drinks, Sandridge Energy, Salazar Roofing, Work out World and Amanda Hamilton Ltd. Why not get in touch and see how we can help you get the video presence you deserve.

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