INDUSTRYINSIDER
Agent. Publicist. That’s the Same Thing. Right?
By: Lynette Carrington
I am often approached by fledgling actors, actresses and entertainers that are seeking a publicist. Sometimes, one of the first questions is, “How soon can you get me work?” I’m not sure why, but it seems some in the entertainment industry think that a publicist is an agent or an agent is a publicist; or that an agent, publicist and manager are the same thing. Let’s cover just a few basics on talent agents and publicists.
An agent is typically with an agency (although some work independently) and they work to get their talent paying jobs. In return, the agent takes a percentage of money the talent earns from doing that job. Most of you reading this probably know that and at this point I’ll inject some advice. As some of the strongest words of caution I can offer to talent that don’t yet know the ropes, finding an agent can be tricky. There are so many fly-bynight agencies that will dazzle you with name-dropping, claiming they discovered Brad Pitt or that Chris Hemsworth took classes with them, etc. Be extremely careful with any agency that relies on making you “star struck” but has nothing of substance to show in terms of what jobs they are getting for their clients. Red flag. HUGE red flag. Also, too, realize that every star has to start somewhere and even big name stars may have taken classes with many outlets or coaches prior to hitting the big time. No agency should try to lay claim to a star’s success in an attempt to separate you from your money or in a bid to get you to sign a contract. Agents or agencies that use this technique are banking that you’ll want your career to look just like that of Robert Downey Jr. or Jennifer Lawrence and you’ll do anything or spend any amount of money to make it happen. Don’t fall for it. The better gauge is to do your research. Before you commit to an agent or agency, get on to IMDb and look up your potential agent
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or agency. Who else do they represent? What kind of work has their current roster of clients been getting? Who have they represented in the past? Are they strictly booking commercials and industrial films or are they booking well-known network television shows and major films? Don’t be afraid to ask for the professional credentials and/or license numbers for agencies. Also, ask to get professional references from production companies, clients and/or corporate accounts. If a personal reference is what you want, just hop in the Internet, type in the name of the agent or agency and the word “complaints” after it. This should give you some idea if that agency is on the up-and-up or on the take. Also check the Better Business Bureau. If you hear an “agency” advertising on the radio that a big casting agent is in town casting for some huge company, just remember it is going to be a cattle call where you’ll be herded in with hundreds of others and in many times, you’ll be pitched classes and photos. That’s how they MAKE that money to run those radio ads. Be smart, don’t waste your time and don’t get suckered. Another red flag is any agent that promises you work or says they already have work for you before actually signing you or having you seen by a casting agent or director. (On a related note, a casting agent or director should not be your agent. In most cases, that is a conflict of interest and will be viewed by some as unethical.) No good agent should ever promise or
guarantee you work. This brings me to one of the biggest, muddiest and nastiest problems that I’ve encountered with agencies. Some agencies make the lion’s share of their money off of selling you photos, classes or both. There are some known agencies that have been around for decades and that is pretty much all they do. They make money off you in that way rather than getting you actual work, leaving you bitter, frustrated or thinking that you are lacking in talent because you’re not booking work. What do you think that agent will tell you when you complain that you’re not getting work? Yes, they will very likely suggest that you need new photos and more classes. That being said, some agencies will have a small roster of photographers they utilize because they truly are good and can photograph to industry standards (sorry, Olan Mills isn’t going to make the grade, here). Either way, make an informed decision. I have personally encountered agencies that will tack on multiple hundreds of dollars to a photo session through a referred photographer because you need “professional photos”. Why pay $2,000 for your photos when your “agent” might be pocketing half of that money? You should be free to pick and choose your photographer and it would be best to ask your agent’s advice if you are going to use a photographer of your own. If an agent ever insists that they do your photos or that you absolutely must use this or that particular