Carrie Wick: A Publicist Extraordinaire

 

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.