Time We Discuss: A Day in the Life of a Publicist Career
Watch/Listen to this Episode A Day in the Life of a Publicist Career
Publicist Mickey Mikkelson, a publicist from Alberta, Canada, joins us in this episode of Time We Discuss. Mikkelson shares his journey into the publicity business, which began unexpectedly when he helped a colleague market her book. This experience led to further requests from authors, eventually prompting Mikkelson to establish his company, Creative Edge, in 2016. Over the years, his business has grown to represent over 100 authors, musicians, and even actors, including New York Times and USA Today bestsellers.
Mikkelson explains that his role as a publicist involves various tasks such as writing press releases, pitching individual emails, securing interviews, and organizing book reviews. He emphasizes the importance of personalized outreach rather than using newswires, ensuring that each email is tailored to its recipient. His approach to publicity is focused on building the author's brand rather than just promoting a single book. He notes that while social media leverages the book, traditional media is crucial for enhancing the author's personal brand.
Mikkelson's background includes a marketing diploma, but he admits that his formal education was more sales-focused and did not directly prepare him for his current role. His success in the industry is largely attributed to word-of-mouth referrals and the relationships he has built over time. He stresses the importance of starting small, building a network, and being prepared to hear "no" frequently before achieving success.
For new authors, Mikkelson recommends starting publicity efforts early, ideally three to six months before a book's release, to secure editorial reviews and build momentum. He also discusses his flexible payment structure, which varies based on the opportunities he secures for his clients.
Mikkelson concludes by offering advice to those looking to transition into a new career. He emphasizes the need for passion, the inevitability of mistakes, and the importance of perseverance. His own journey involved balancing a corporate job while building Creative Edge on the side, and then pursued his business full-time. His success story underscores the value of dedication and the willingness to take risks.
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