UNIT:PR Inc. - Frequently Asked Questions about Unit and Launch Publicity

> FREQUENTLY ASKED QUESTIONS

What is a UNIT PUBLICIST?

A unit publicist is a communications expert who handles all aspects of publicity during the production phase of a television series or film. By working collaboratively and unobtrusively with the production team, the unit publicist researches and writes all press materials, works closely with the unit photographer, edits and captions photography, manages the EPK, coordinates all on-set media interviews, and pitches relevant long-lead publications for stories to be held until the premiere.

What is a LAUNCH PUBLICIST?

The goal of the launch publicist is to secure as much media coverage as possible for the premiere of a television series or film. Six to eight weeks before the launch date, the publicist organizes/writes press materials, distributes a launch press release and preview screeners to targeted media lists, pitches stories, and arranges media interviews. Launch publicists also work collaboratively with broadcaster partners to secure the maximum amount of coverage.

What is NEW MEDIA exactly?

In its simplest form, new media is anything online, or almost all things internet. Tools from search engine optimized press releases to social bookmarking websites like de.li.cious to RSS feeds all constitute new media.

How is SOCIAL MEDIA different from NEW MEDIA?

Social media is new media that has a component of social interaction to it (i.e. sites like Facebook, Wikipedia, Twitter, etc.)

Why do I need to integrate NEW MEDIA into my communications campaigns?

There are three reasons companies must integrate new media into traditional publicity campaigns moving forward. The first is that with the recent media buyouts, there will be less opportunities for coverage on a competitor's media outlet. Second, as circulation numbers drop and as newsrooms get smaller, audiences are increasingly going online to get their news when they want it, how they want it. Finally, and most importantly, people want to find you online. Let them. Make it easy for them. New media lets you reach your audience instantly. Tools like SEO press releases, blogs, podcasts, YouTube, etc. can be leveraged to carve out a niche for yourself in the increasingly relevant online community.

Does that mean that I do not need to have a TRADITIONAL MEDIA LAUNCH?

No. You must have a traditional media launch as well. The relationship between traditional media (newspapers, magazines, radio, television news) and new media is symbiotic. They feed off each other. New media link to stories written about in traditional media sites and traditional media will pick-up stories that break on blogs, have a high ranking in Digg, etc.

What are the TOP TEN MAGAZINES in Canada by Circulation?*

1 > What's Cooking (Kraft)

2 > CAA Magazine

3 > TV Times

4 > The Home Magazine

(GTA, Hamilton, and Tri-Cities Area combined circulation)

5 > More

6 > Reader's Digest

7 > Movie Entertainment

8 > Home Digest

9 > Famous Magazine

10 > Toronto Star - Starweek

What are the TOP TEN NEWSPAPERS in Canada by Circulation?*

1 > Toronto Star

2 > Globe & Mail

3 > Journal de Montreal

4 > La Presse

5 > Metro Toronto

6 > 24Hrs Toronto

7 > Calgary Neighborhoods

8 > National Post

9 > Vancouver Sun

10 > Toronto Sun

*Source: ABC - Audit Bureau of Circulations; CCBC - Canadian Circulations Audit Board; or Publisher's Statements

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