Carrie Whitney: The Life of a Publicist

Carrie Whitney: The Life of a Publicist
By Ben Gross

Not everyone gets to be his or her own boss. Publicist Carrie Whitney does. Whitney recently shared some of her stories and experiences as a freelance publicist with a group of students at Grady High.

Whitney told the class about what being a publicist is all about. She began by letting the students know that while public relations began as a field less than 100 years ago, it is now a program offered by a host of colleges and universities. Publicists’ chief task, Whitney said, is to use their skill as writers to promote their clients in the media – and to ensure that their clients’ reputations remain favorable.

Sometimes, this can be a challenge (especially the latter part), but that only adds to the thrill of public relations, Whitney said. Whitney spoke about another interesting element of PR: while marketers must pay for advertising spots in the media, publicist’s press releases are actually desired by the media and their contents are published for free. As we all know (probably from personal experience!), the public loves to know about what’s going on in their city, in the operations of businesses they like, and in the lives of their favorite celebrities; publicists are responsible for conveying this information to the media, which then makes it publicly available.

Whitney shared that publicists can work freelance like her, or become full time employees of businesses, institutions, or individual clients (for instance, Madonna has her own full time publicist). Each day brings a new challenge, Whitney said, “and I constantly find myself learning something new.” Whitney’s work as a publicist lets her become involved in a wide range of projects and work with a host of clients. She told the students about her work promoting a new energy drink, “Chuse,” which will hit Atlanta stores in the near future; handling what the industry terms ‘crisis management’ for an author who wrote an article that was taken out of context and began to receive some bad press; and working closely with Atlanta officials and business persons to promote local events like the Dogwood Festival. Whitney spoke about some of the unique advantages of working in public relations. She has contacts with journalists and employees at large media organizations both in Atlanta and New York City and she regularly receives invitations to high-profile events, like celebrity fundraisers and sporting events.

Whitney also talked to the students about what it means to be freelance. She told the students that she has the ability to work on her own schedule – she can sleep in and work late, or get up extra early and take the afternoon off – and she can often work at home in her slippers or with a coffee and muffin at Starbucks.

Whitney said that while there are perks to a salaried job – notably a bit more consistency in hours and pay – she could not imagine giving up the freedom and excitement of freelance work. Freelance work may not be for everyone, Whitney said, but for those who thrive on variety, unpredictability, and a good challenge, it offers a rewarding alternative to a more traditional career.