What does a Director of Publicity do?
A director of publicity manages the publicity staff at a record label, entertainment company, or independent public relations company, and is broadly responsible for developing and overseeing publicity strategies for the company's clients.
At a Glance
Publicity directors work for record label publicity departments, public relations firms, and entertainment companies. Typically, the career path begins with a junior publicist, assistant publicist, or internship position, followed by work as a publicist and, eventually, promotion to the assistant director or director of publicity. Some directors go on to open their own PR firms.
Publicity directors usually work as publicists before being promoted within the company or seeking a directing position at a smaller company. Experience working as a tour publicist or music journalist can also be highly valuable for this job. Aspiring directors should closely monitor executive leadership changes via platforms like Billboard Biz and Variety, while utilizing targeted media job hubs like Entertainment Careers.net and PRSA job centers to locate open roles.
- Superior written and verbal communication
- Planning long-term media campaigns
- Writing press releases
- Social media management
- Media relations
- Public speaking
- Networking
- Management
- Hiring
- Budgeting
Like publicists, publicity directors need impressive networking skills in order to create and maintain relationships with media industry contacts. Unlike publicists, however, publicity directors also must have the leadership qualities necessary to manage a staff; these include strong organizational skills, the ability to multitask, and superior written and verbal communication skills.
In addition to long days in an office overseeing staff, crafting campaigns, filing reports, and putting out media fires, publicity directors can expect to spend plenty of time after-hours making contacts and nurturing connections at concerts, shows, events, and parties. Like publicists, directors of publicity work in a 24-hour news cycle, meaning that they must stay engaged with their work even when on vacation.
