16 Super Powers for an Entertainment PR Super Client: Episode 3

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Summon Your Inner Superman or Wonder Woman
To Get Colossal Results From Your New Entertainment PR Agency:
A Four-Part Super Plan


The story so far: In Episode 2, we talked about embracing Rip Hunter’s Time Travel capabilities, Multiple Man’s Replication skills, Mr. Invisible’s Invisibility talents and Catwoman’s gift of Patience. Today, we look at four more excellent Super Powers to hone to enjoy a successful collaboration with your Entertainment PR agency…

“With great power comes great responsibility.”
Martin Sheen as Uncle Ben in The Amazing Spider-Man

Super Girl’s Enhanced Memory: Enhanced Memory is the ability to quickly absorb and accurately retain great amounts of information. In PR, there is no such thing as TMI, so this superpower is critical for any Super Client. As the gatekeeper to information in your company, it’s your responsibility to download all relevant data to your entertainment PR agency. They need this intelligence on a daily basis to accurately pitch the media and create social media content. If you treat them like an executive in your office instead of an outside vendor, it will be easier for you to remember to keep them in the loop. Invite them to relevant internal and partner meetings and connect them with other company managers who can provide them with more company insights.

“Life is locomotion. If you’re not moving, you’re not living.”
Nora Allen from The Flash (New 52) Vol. 1 #1

Superman’s Lightning Speed: Clark’s Kent’s newspaper, the Daily Planet, probably kept regular business hours. But in today’s 24/7 news cycle, many reporters are on deadline around the clock. That means if a journalist wants to interview you or one of your spokespeople, you usually need to work within their time constraints—not the other way around. Be accessible at all times and your press coverage will definitely increase.

You also need to be open to all kinds of coverage. Sure, you and your publicist might be striving for an interview with the New York Times, but you might have to start with the industry trades. In fact, that’s a great place to begin because consumer press (like the NYT) often take their cues from the trades. The point is: Be available when your entertainment PR agency recommends an interview. It’s all part of a bigger, strategic plan.

“Our very strength incites challenge.”
Paul Bettany as Vision in The Avengers: Age of Ultron

Bat-Man’s Mental Strength:  Sure, Batman is physically strong, but perhaps more importantly, he’s mentally strong. He’s got discipline and will power and he thinks on his feet. In the fast-paced world of PR, Super Clients need to be able to think on their feet as well. Are you good at making snap decisions? Do you trust your instincts? These are valuable traits to have because many times your entertainment PR agency will be calling you with questions that require immediate answers. For example, maybe your publicist thinks it’s a good idea to news jack that breaking story about the Oscars mishap. Only you can decide if that’s right for your brand. Or perhaps your team recommends giving those confidential sales figures to the Wall Street Journal reporter on deadline. Once again, only you really know what’s best.

“I never settle. What I cannot have, I will destroy.”
Michael Ironside as Darkseid in Superman: The Animated Series

 Cyclop’s Laser-Focus: Cyclops is known for his laser-focus and you should be, too. Too often clients sign a contract, which clearly states the work to be performed, and then expect their entertainment PR agency to go above and beyond their agreed-upon services. Time is money to an agency, which means your account manager is only going to give you so much of it. If you start asking for extra things, they are either going to neglect the work you hired them to do or surprise you with an extra bill.


Keep your eyes peeled for next week’s final episode of 16 Super Powers of an Entertainment PR Super Client.