Whether
it's hobnobbing with top director
Quentin Tarantino, being on first-name
terms with celebrated producer Lawrence
Bender, or representing A-List celebrities
like Cate Blanchett, Orlando Bloom, Reese
Witherspoon and Justin Timberlake to
name but a few: Carrie Wick - a publicist
at heart and fashion devotee - has
conquered L.A.'s most renowned PR
companies, run whole departments,
coordinated red carpet events, managed
bazillions of $ and climbed the career
ladder with an inextinguishable verve,
captivating charm and strong work ethic.
Want to know how she made it in Tinseltown
and why she is in love with Berlin? Read on!
Carrie, when did you start a career as a publicist and how did your career develop?
My career as a publicist started about 6 months after my arrival to LA.
I began working as a celebrity personal assistant to "get my foot in
the door" as they say out in L.A., but I quickly networked and eventually
landed a job at a top production company at the time owned by famed Hollywood
director Quentin Tarantino and producer Lawrence Bender. I started as an assistant but it wasn't long before the heads of the company noticed my
initiative and talent and promoted me to head all the PR efforts on behalf of
the company. Before I knew it, I was coordinating event logistics for a
huge movie premiere, hobnobbing with some of the top directors, producers and
celebrities in the business while building relationships with key members of
the media.
After growing there for a year, as is normal in this industry, new
opportunities come your way and you make a job change. After all, one has to be
able to afford to live and eat, too, and making only $21,000 USD a year was not
going to cut it in expensive Los Angeles! So, I accepted a position with a top
PR firm in town, BWR Public Relations. I honed even more skills in the PR
world and worked with even more amazing A-list celebrities like Johnny Depp,
Orlando Bloom, Reese Witherspoon, Jennifer Lopez, Justin Timberlake and
companies like MTV, Sony Pictures, and more!
After that, International
Creative Management, one of the top literary and talent agencies in town
recruited me to work in their PR and Communications department. What I
thought would just be a temporary situation turned into a full-time offer from
the Vice President of the department. I'll never forget getting a call
from the HR Manager offering me the job who told me "that I was the
greatest thing since sliced bread that had come along" according to my soon-to-be new boss. It's rare to get an accolade like that from a top
manager in Hollywood! I didn't second guess accepting the position
as this was one of the most coveted jobs to get at the time. My boss
trusted me implicitly and recognized my talents so he gave me tons of
responsibility. I once again ended up running the whole department!
I was in charge of the philanthropic arm of the agency which meant that I
had almost $1,000,000 USD to allocate appropriately each quarter to charities
that our executives and top celebrity clients championed. I also oversaw
all press materials, advertising initiatives and celebrity relations.
It
was a fun job, but after the company started going through merger acquisitions
by another company, many of us moved to other positions as is very standard in
this business. [...]
When I
returned from my travels, I interviewed again and landed at Wolf-Kasteler &
Associates PR where I worked repping actors such as Cate Blanchett, Ralph
Fiennes, Dennis Quaid, Samuel L. Jackson, Evangeline Lilly and more! It
was absolutely amazing working with such elite talent. As a young and
growing executive in the business though, I always sought new challenges.
Working with celebrities is fun and rewarding, but it felt "too
easy" at the time for me. I wanted to contribute more to the PR
world. When you work with top A-List talent, you are simply managing schedules,
interviews, events, fan mail requests and planning photo shoots to coincide
with the release of one of their movies or television shows. I wanted to
learn more and contribute more to this profession.
Realizing this, I
eventually decided that I should join a firm where I could learn and produce
more while making a significant impact on lives. [...] When I was next offered a publicist position at Fingerprint
Communications, it was the perfect position to utilize the skills I had
acquired thus far in my career and to elevate my clients to new levels. Because
I already had a celebrity background, it only furthered my career at the
company. At Fingerprint Communications, I repped and worked with fashion,
beauty, luxury, lifestyle, hospitality brands like Diesel, alice+olivia by
Stacey Bendet, Habitual Denim, lia sophia jewelry, CC SKYE jewelry, Tkees,
Oakley, Clinique, Garnier, McDonald's. We also organized and put on some
of the coolest events at the time working with companies like E! Entertainment,
Lexus, Mercedes-Benz Fashion Week, Polaroid, Rolling Stone Magazine, People
Magazine, Lucky Magazine and more. Here I was able to cultivate new press
relationships, new celebrity relationships and learn from one of the top
publicity executives in the industry. This position only furthered my
career the harder I worked. I started signing new business, organizing
events, setting up red carpets and learning how to service post-event press.
My boss knew I had a strong work ethic and the drive to excel and I ended
up creating, building and running an entire department at my company: the
West Coast fashion department!
After spending more than 3 years at the
company, I was recruited by the Editor-in-Chief of Life & Style, one of the
top weekly magazines in the country. Impressed by my work as a publicist,
he recognized my talent and created a position for me in LA: the West Coast
Features Editor of the magazine. They wanted to revamp the magazine and
strengthen relations with celebrities and I was their perfect choice. It
was a dream job and an offer I couldn't refuse! Reluctant because of my
worry of the volatile magazine industry and the fact that at the time many
magazines were folding, I accepted the position. Sadly, after 9 months of
being at the company, they suffered mass lay-offs and even though I was part of
the lay-offs, I was also one of the lucky ones because the PR world welcomed me
back in with open arms and my old boss re-hired me for his new firm that he had
just opened. Sadly again, the company had to lay off workers after
several months, too, and I was one of them. It was then that I had a
choice: join another firm or open my own agency. I already had a handful
of clients that were urging me to do so and even though I was fearful of the
rough US economy, I took a chance and decided to start my own PR agency,
CWPR. It turned out to be one of the most incredible and smartest decisions
I ever made. My agency has been a success now for over a year and a half
now!
Please describe a typical Carrie Wick workday. How do you tackle a job assignment?
I typically start my day from bed on my Blackberry and
my iPad answering emails that came in while I was asleep. I actually sleep with
my Blackberry and iPad next to me--just in case of any PR emergencies! Because
I’m on the West Coast, I take into account what time it is in NYC and answer
any emails accordingly. The same goes for any international editors that
may contact me about my clients. My day at the office begins fairly
early. I am usually up at about 6:30am and I go for a run on the beach
and grab a coffee for breakfast. With my coffee in hand and my Macbook on
my lap, I begin reading my favorite blogs, websites, newspapers, and magazines.
I'm not only scanning for articles about and photos of my clients, but I'm also
trying to educate myself on any relevant current affairs. It's important
to me to not just live in the PR bubble of arts, celebrity and entertainment -- I
like to keep abreast of what is going on in the "real world."
After that, I answer another line of emails and take care of any pressing
matters first. This could be clothes for a celebrity client to wear to an
event that they've decided to attend at the last minute, a gossip inquiry from an
editor on a client, or for one of my fashion/lifestyle clients this could mean
that samples have been requested by an editor at a top magazine for a run-thru
of a shoot. The possibilities are endless!
I then begin sending
pitches to editors on behalf of my clients. For my celebrity clients,
maybe it's because they have a project we are getting ready to promote, and for
this the timing needs to correspond to the release of a magazine issue and the
project, so I’m sending a pitch related to the issue at hand. For a
fashion or lifestyle client, perhaps I'm pitching the newest collection or a
piece that is fashionably on trend right now to the press in order to garner
coverage for my client in top magazines like InStyle, Cosmopolitan, or Glamour.
[...]
Then I usually start sending e-mails to my assistant or
an intern having them help me take care of organizing press samples (checking
in and sending out), stuffing bags, sending out FedEx packages, rolling up
their sleeves and basically getting dirty. My phone is ringing, my iPod is
playing in the background and the day has only begun! I usually have a
lunch meeting--it will either be a client, editor, stylist, or new business.
Sometimes I have photo shoots and that requires me being on location or
on set all day long for a client assisting and approving of hair, make-up and
wardrobe looks.
Evening rolls in and since I'm very social, I usually
have a dinner or drinks meeting planned as well or an event that I'll attend
where I'm networking and hobnobbing with industry colleagues. Sometimes I
am working in the evenings though, like when I have to attend an event for a
client and walk them down a red carpet. In the off chance that I have a
free night, I love the simple pleasure of curling up in my home with a good
book or just simply watching a television show! (Usually one that my
client stars in!) For me, being the head of PR firm is mostly about
delegation and organization. There are too few hours in the day, and I must
spend my time as efficiently as possible. The rest of my time is largely
spent in contacting the press and of course, my clients.
What does it take to be a publicist?
Strong writing,
spelling and grammar skills are essential for a blossoming publicist. You will
constantly be writing pitches, press releases, and emails for clients. Spelling
and grammatical errors are seen as unprofessional, and conversely being
articulate and creative is a great way for editors to remember your name.
Much of being a
strong publicist goes beyond tasks, and into personality traits. Being
aggressive and confident in pursuing media outlets and new clients is a must.
Beyond that, you must constantly be thinking strategically and
creatively. Being creative goes a long way in publicity. You always
have to think of how to convey your client’s message to the public and to make
it interesting and memorable. Always remember, you are largely in control
of a brand’s image and the context in which the public views it.
PR is here to stay
and it’s all about keeping up-to-date and more importantly, staying ahead of
the curve and discovering new trends and avenues. Even 5 or 10 years ago, PR
was all about getting clients in print. These days, with fewer publications in
print, knowing about all the hot blogs and websites and the people behind them
is absolutely essential. Social networking is certainly another hugely
important piece of the future of PR, so it’s very important to be well- versed
in all facets of current social networking avenues: Facebook, Twitter, Google+,
Pinterest, and more!
Always know the
columns you are pitching and reference past articles the editor you are
pitching wrote. Be strategic in your approach. Show that editor that you are
well educated on the person, product or service you are pitching. Do the job
for the editor and follow their writing format when creating a pitch for them.
Be convincing and let your confidence show.
And last, but now
least, if you want a career in PR, it's simple enough, but a critical facet of
being a great publicist is also being social and outgoing. It is so vital
and crucial to this line of work to stay in constant contact with your clients,
editors, stylists and talent. The most successful publicists are always
out and about, running across and around town and putting themselves in front
of people!
How do you relax?
It may sound cliché, but one of my favorite ways to
unwind is to take a luxurious bath. I love lighting the candles, running
a bubble bath, putting on some serene music, pouring a glass of wine and just
sinking into a bathtub. It’s pure heaven to me. Other than that, I
love to curl up on the couch and read a good book. I enjoy horseback
riding. Photography is a passion of mine. I enjoy art museums and attending
films by myself. Because I have a home by the Pacific Ocean, I enjoy just
relaxing at the beach. Things like going for a good run, a day at a
beauty spa or shopping are also relaxing for me. It’s the simple things
in life that bring me the biggest pleasures!
What is the plan for your future?
I have accomplished a lot in my life thus far here in America and also
abroad, and now it is my career plan to enhance my career professionally abroad
by actually staying, living and working in the beautiful city of Berlin,
Germany. I have always loved Europe and have even lived in France, but
Germany is the country I’m in love with and have chosen. There is so much
opportunity there and the economy is strong. I'm very impressed
with Germany's approach to business and personal life. As an American
professional with an extensive career background in the public relations,
marketing and consulting industry I am excited to build a future and contribute
my talents to this profession in Germany.
During my many years of working
in the United States, I've been able to accumulate a wealth of wonderful career
experience, contacts and success. I am an expert at launching emerging
businesses and I take great pride in helping companies discover their hidden
potential, developing strategies for them and thus leading them to success.
My future plans consist of growing my career abroad and to head a
division at a PR company in Berlin and to continue climbing up the corporate
ladder. One day, I hope to be a Senior VP even at a company! I know that I will
help drive a company or an agency's clients to the same great success that
I've achieved for companies in the US in many other territories abroad. I also hope to fall in love and marry the man of my dreams and have
a family one day and travel the world on family vacations with them!
Name your favorite places in L.A. Why do you love them?
Again, it's probably cliché, but I absolutely love the
beach. I have a home in Santa Monica that is situated just mere inches
from the gorgeous Pacific Ocean and the Pier. It’s heaven.
Soho House West Hollywood: Here I can work, play,
socialize and eat great food. Not to mention that the view of the LA
skyline is absolutely breathtaking.
Chateau Marmont: Quintessential Hollywood! This
place has so much Hollywood history, charisma and great ambience. It’s
magical to me. Not only is the food amazing but also the staff is always
incredibly accommodating. I adore the garden where you can have a
most lovely dining experience. Oh, and you are guaranteed to see a
celebrity just about every time you are here. My list is too long…
Runyon Canyon: This place is a spectacular LA gem!
This is another place that I enjoy unwinding at. I love putting my
iPod on and going here for a good hike, jog or run. When you reach the
top, the view is simply breathtaking and amazing. You can see all of LA
from East where Downtown is all the way to the West where the ocean is.
LACMA (Los Angeles County Museum of Art): This is one
of the top art museums in the country. It hosts a wonderful curation and
you can literally find something for everyone to enjoy here. There is
always a new and cool exhibition to see and a well-rounded collection and balance for any art lover.
The Third Street Promenade: shopping, amazing
restaurants, street performers, the cinema and more are at my fingertips
here. I love this place!
Name your favorite restaurants in L.A.
Joan's on Third: Joan's on Third is always busy and
there is always a long line! You cannot go wrong with any selection
at this place. Half specialty market and half-restaurant, everything here
is absolutely delicious. I especially love the cupcakes!
Comme Ca: Whenever I need my French-fix, this is my
go-to place. Every dish is delectable; I have a hard time choosing every
time I dine!
Loteria at the Grove Farmers Market: I LOVE Mexican
food, but good authentic cuisine is hard to find. This place does it
RIGHT. They are opening one on the Santa Monica Promenade by my home soon
and I'm so excited! (Except, I probably won't be able to enjoy it because
I will be back in Berlin at my new home there!)
Nobu: Quite possibly the finest sushi in all of
LA. The best sushi anywhere, really!
Gjelina on Abbott Kinney in Venice, CA: This place is
ALWAYS busy and loud, but I love it! I especially enjoy the communal
style table seating because it’s a great way to meet people and have
interesting conversations. The wine list is incredible. I have too
many menu favorites to list, but you cannot go there and not try one of their
gourmet pizzas and there is a dessert to “die for” there that you must order
called he Butterscotch Pot de Crème with Salted Caramel & Crème
Fraîche. It is a must!
Primativo Wine Bistro on Abbott Kinney in Venice, CA:
So old-fashioned, so quaint, and so sweet. It’s simple and
understated. The service is fantastic. I want to eat every dish on
the menu when I’m there, but my must-haves are always the bacon-wrapped dates,
the arugula salad and the sautéed tiger shrimp. Their wine list is
impressive and I like that their menu includes wine pairings with each dish on
the menu. They even have some great wines from Germany!
Lucques: rustic yet chic -- a perfect and fun date spot.
Romantic! Again, the food is simply delectable.
BLT Steakhouse: a great steakhouse with amazing
food, great service, and a nice group dining area. Plus the popovers they serve
are to delicious!
Many people come to L.A. to pursue their dreams. What is your advice for those people?
Like many young girls, I always had "the
dream" to move to L.A. I can remember at the young age of 5, my hopes and
dreams for living in Tinseltown one day. I remember getting excited about
my first kindergarten performance (I was a French girl in a holiday play — I even
still have the beret!) and that is when I first learned that I loved the arts
and entertainment world.
My advice for people who want to pursue their dream in
LA:
#1: Intern if you can! True, it may not be
glamorous and it may not be fun at times, but you will learn valuable lessons
and gain incredible knowledge that will allow you to gradually climb up the
career ladder. People always think my job is so glitzy and glam but
little do they know that there is more to it. I had to work really hard
and for free in the beginning of my career! Be prepared to show and prove that
you have what it takes long-term. In a weak job market, interning either
during or after college is more important than ever. Getting that bit of extra
job experience that other applicants do not have is a great way to get a leg
up.
#2: Cultivate a thick skin. You need to be
strong to live and work in LA and if you wish to pursue a career in the
industry. Remember to never take anything personally. This is a
very creative, fast-paced, high-pressured town to live in. You can do it and
remember, if you can make it here, you can make it anywhere!
#3: Never give up! Remember: you will encounter
obstacles that will challenge you. Always believe in yourself. Let your
faith always be bigger than your fear of losing or failing. Nothing is
impossible.
#4: Don’t be afraid to make friends! Get out
there, network, attend events, offer your help to a person or
organization. You never know what door it will open or where it might
lead you! Always ask for business cards, send “great meeting you” type
emails, and always send a thank you letter. Relationships can be forged and
bridges can be burned even before you start your first day of work.
#5: As the saying goes: "Love what you do and
you'll never work a day in your life!" This is so true! Find
what you are passionate about and pursue it with everything in your being! You should be passionate about what you do, whether it’s as an engineer or a
publicist. I have always been passionate about arts, entertainment and fashion,
and that’s why I’ve steered my career in that direction. Staring at that
10-pound Vogue September issue can be frightening, but it’s a lot easier to
wade through for me because of my interest in fashion and art.
Some closing words for the readers:
Life is too short as it is, but we do have to
challenge ourselves to live every moment and each day to its fullest and to
always see the sunny side of everything. I definitely choose to live life
on my own terms, I suppose. Therefore, I don't listen to the judgment of
others nor to societal pressures. I keep my destiny in my own hands. I know that with my career and my life, my pride and joy is seeing the
smiling faces of those I've touched. There is a tactile, tangible happiness I
experience bringing joy to others. That is the reason I do what I do and
why I always remember that with opportunity, no one on the planet can feed you
desire. No one can give you passion, heart and commitment. No one can dictate
your moral code. One must find this from within! It lives within all of
us. Life puts people of any race, any class, any culture, any ethnicity to the
test. How we respond to this test is the backbone of our humanity.
We must respond to all of life's challenges with commitment and
responsibility. I know I have achieved and you and yet there is so much
more to achieve. There are more people I want to help. There is more life
I want to live. For me, my nirvana isn't achieving an end goal, but
rather, it's the journey itself.
In closing: Yes, life in LA is amazing. Yes,
this job is fun. It’s full of fun events like the Golden Globes,
Oscars or Grammys. It is full of high heels, miniskirts, fashion freebies,
event gift bags and red carpets, but there’s a lot that goes on behind those PR
curtains. There are lots of late nights, weekend work, travel, stresses, and
the occasional fire to blow out here and there.
