A Guide to Attainable Luxury

 

Movers & Shakers – Q&A with Tricia Durrant from E! Entertainment

April 3, 2013 | posted by Molly
 
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Last week, I had the pleasure of sitting down for cocktails at the recently opened Sassafras with my friend Tricia Durrant, a Talent Executive at E!, who I work with just about every day of my life, (or so it seems lately). She books on-air talent for the network and I thought it would be fun to get some insider info from a publicity standpoint. Being that we are both Southern (sort of…Tricia calls Northern Virginia home), we got down and dirty over their Pimm’s No 1933 and a Sassafras Royale.

Molly and Tricia

Ok, I know you are a Talent Executive, but for those not in the biz, can you explain what that means?

I pursue and book on-air talent for the network…celebrities and experts that are promoting something (movie, TV show, book, etc).  The difference in what I do and the casting department is that the guests I book are non-paid…it’s strictly for their promotion. Whether it’s a celebrity for an E! special, E! News or for our Countown to Oscar show, I have my hands in pretty much everything here.

So, what’s the difference between a Talent Executive (also sometimes called a Talent Booker) and a Producer? As a publicist, we pitch them both, so I’d love to hear the ‘official’ difference.

A producer’s main job is to coordinate their entire show, so their focus is more broad than a talent booker. Their role is to coordinate the guest booking from start to finish. AT E!, I am always thinking bigger picture because I work on numerous shows. A booker will take suggestions and ideas related to talent to producers, but the producer is the ultimate decision-maker.

So who has the final say in who gets booked? Does one person make that decision?

No, many people have to sign off on every booking and often talent is approved by a head executive.

Sassafrass

Bar

So say I am an actor and want to get booked on E! News…can you give me any advice for bettering my chances?

We are obviously really about pop culture–so say for example you are on a TV show that may not exactly be our demo, if you have an upcoming project that is, that could be a way to get a booking (in other words, having mutliple projects). Or, if you’re dating Justin Bieber, haha. Also, we would rarely book anyone that didn’t have tape…meaning a past on-camera interview we can review.

What about for experts?

Having celebrity clients is first and foremost. And obviously credibility. We take great care in the experts that we use are really and truly experts in their field. We would also want to tape…it is very rare that we would book anyone without any on camera experience.

What is your advice for anyone looking to do what you do? And speaking of…how did you get your start?

I got really lucky…though I do work really hard. In college, I majored in broadcasting and started booking guests for our school’s late night comedy show. I had no idea at the time that it would be the start of my career! I moved to LA and gave myself a month to find a job and that job was a Talent Coodinator at E!. But…we were also in very differernt economic times. As for advice…relationships, especially with publicists are the most important thing in this business. Since I’m not working on a daily show, about 25% of talent bookings come from being pitched. The rest is from my seeking them out through publicists.

Tricia

And now a few unrelated questions…since you know I love restaurants and hotels…

Favorite place for work drinks in LA?

The Roof on Wilshire

Favorite LA restaurant 

Pink Taco 

Favorite hotel?

The Montage Laguna Beach

And since you do work in television…Favorite TV show?

Parks & Recreation and Happy Endings

Sassafras Saloon.  1233 Vine St.  Los Angeles, CA 90038.  323- 467-2800

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How to Know When it’s Time to Hire a Publicist

January 31, 2013 | posted by Molly
 
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Lately, I have been inundated with friends and friends of friends asking for a little direction, wanting to “pick my brain” about the mysterious world of publicity. I’m always happy to help, so I thought I would do a follow up to “Free Advice From People Who Charge A Lot.” These days it seems everybody and their dog (no, really) have a publicist. So, how do you know if you are ready to call in the professionals and how can you get the most out of your experience?

I am what the industry refers to as a “personal publicist.” That means I handle people. Usually they are actors, but I also represent a handful of experts like interior designers, event planners, lifestyle experts, celebrity trainers, etc. Understanding a little bit about how publicity works can really help maximize results and hopefully save you some money. Check out the below and if you think you are ready, have your people call my people…

Gangster Squad Premiere

1. Competition is Fierce, So Timing is Everything- While it’s true that some people just get lucky, your project is really the biggest determining factor of whether or not you are currently press worthy. It helps to already have a platform such as a book coming out, a television show or film premiering, a product line, a huge blog following, celebrity clients etc.  With so many shows, networks and experts these days, the competition for magazine features and talk shows is tougher than ever. If you pay attention, each season you will notice that there are a handful of new television shows that get ALL the attention. This is because editors screen all the pilots in advance, so they decide long before the show premieres which ones to champion. A publicist can get you access to the “big leagues,” but you want to be confident in your project. For experts, having celebrity clientele really helps, but at the end of the day, everyone wants to be wowed. So go out and wow them! One of the greatest misconceptions is that publicists can make water into wine…that is get publicity for someone who has nothing going on. There are always exceptions to the rule, but that is usually not the case.

2. Do Your Research-I really think it can be detrimental to your self-esteem to compare yourself to other people, but when it comes to publicity, it’s my one exception. Before you hire a publicist, it would be a good idea to come up with a list of 3-5 people who you think are similar to you. Then google them to see what kind of publicity they have gotten. That can at least help you gauge what kind of publicity you are likely to garner and if now is the time to take things to the next level. And remember to really be honest! Don’t google “Kate Winslet” if you haven’t won an Oscar (yet!).

3. Lead Time- Publicists need at LEAST one month, preferably longer before whatever you are promoting comes out in order to pitch and secure press. If this gives you any indication, I am already pitching a client this month for a film coming out at the end of June. I’m pitching a book now that is coming out in May.  Don’t wait until the last minute to start taking meetings.

4. Money, Money, MONEY! -Having a publicist is a big investment. But, one that can really pay off. A publicist works on a monthly retainer, so you definitely want to be financially prepared. If you are struggling to pay your rent or mortgage, as Suze Orman would tell you, you can’t afford it. Which brings me to…

5. Be Patient-it takes more than one month to see results. I usually tell my clients that you should really give your publicist a solid three to six months before deciding if the investment is paying off. So, when you begin with a publicist you really want to have your ducks in a row. Have your website up and running, have images of yourself in both high and low res either on a disc or in something like Dropbox that is easy to share.

6. They Like Me! They Really Like Me!-This may be the biggest key to life in general. If people like you, they will want to date you, be your friend, help you, work with you. If editors, producers, directors, television bookers, etc. like you, they will want to work with you again and again (provided you meet the criteria in number 1). And a little insider secret, if your publicist likes you, she will work extra hard for you because it makes her happy to see you succeed!

7. It’s All About the Bottom Line-There is a reason Kim Kardashian continues to grace the cover of almost every single magazine. She sells them. Plain and simple. Same goes with talk shows. It is the job of the producers and bookers to raise the ratings of their show. Therefore, they want to book guests that are fun and connect with the audience. Have you ever watched a show like the Tonight Show and thought to yourself, man that guest seems like a jerk! Or, man she is sooo boring, what else is on? It rarely happens because bookers and producers work really hard to invite guests that are going to be entertaining. If a guest is boring, chances are they won’t get asked back.

Leave your questions and comments and I’ll make sure to answer!

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Neiman Marcus & Target Holiday Collection Available Tomorrow

November 30, 2012 | posted by Molly
 
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If you haven’t heard, Neiman Marcus & Target have partnered up this holiday season for a collection of 50 exclusive gifts by 24 legendary designers. The madness starts tomorrow, so get ready to battle it out with fashionistas across the country for gorgeous, affordable pieces from Rag & Bone, Alice + Olivia, Marchesa and others. If these pieces don’t sell out within the first five minutes like other past partnerships with Target and high-end designers, it will be a Christmas miracle.

Available online and in Target and Neiman Marcus stores across the country.

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I Luvocracy

November 28, 2012 | posted by Molly
 
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Have you checked out the newest social shopping experience Luvocracy? Essentially, much like Pinterest, it allows you to curate and recommend products you love and follow those whose taste you trust.  Anything you see you can purchase, and Luvocracy will make sure you are buying at a competitive price, will place the order and help with returns. I still love Pinterest for its beautiful images and recipe inspiration, but Luvocracy requires everything to have a source and be available for purchase. You’ll never be bummed out that you can’t find something you love.  I just started a few collections so make sure to stop by and check out my ideas for Holiday Gifts.

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Do You Have a Gallery Wall?

November 20, 2012 | posted by Molly
 
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When I revamped my guest bedroom, I had to lose the crown molding shelves that held a lot of my family photos. So, I decided to make a little gallery wall in my hall. It’s a mixture of family photos and a couple of artsy photos I bought from two photographers I have admired for a long time. The bottom left is called “Fairytale of New York” from  Eye Poetry and the middle print with the pink flowers in Paris is from Little Brown Pen. They both have such beautiful, affordable prints, so check them out!  Arranging your display can be a little frustrating, but this video from One Kings Lane made  hanging the frames a cinch. Now, when I miss my family on Thanksgiving Day, I can look up at my new wall and see their shining faces. Do you have a gallery wall?

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Free Advice from People Who Charge a Lot

November 8, 2012 | posted by Molly
 
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Los Angeles Magazine used to have this great column—”Free Advice from People Who Charge a Lot.” It was one of my favorites. Now that it’s gone, I find myself really gravitating to the Biz Ladies column over at Design Sponge and the Knock Knock blog. I love reading advice and struggles from business owners. Which brings me to last night… I had dinner with a good friend, who also owns a boutique PR firm. I had taken only one sip of my margarita when her eyes welled up with tears and she proclaimed how she was having the worst, most stressful week. I immediately related. Working for yourself is hard, but it’s also very rewarding. Believe me, I have days when I burst into tears, think I’m not good enough, think all my clients are going to fire me, etc. etc. (just ask my husband). But, luckily the good days outweigh the bad. So, here is my best advice for you friends out there struggling with your biz. Don’t worry, I’ll just put it on your tab.

Cartoon by Peter C. Vey

1) Ride the Waves, Weather the Storms-When you own a small business, there are always ebbs and flows. Sometimes you will have so much business you think you need a staff of 100, other times, you worry how you will keep the few you have. The key is to prepare for both— mentally and financially. When the chips are up, save some of your extra income for slower months. During my insane times, I just try to make it through the storm, delegate as much as possible and realize that things will calm down soon. Oh and cocktails help. (I kid!)  When things are slower, after I have reached out to my network and have done all I can do to bring in new biz, I make a conscience effort to fill my extra time with things that make me happy outside work (like this blog). Sometimes I find that not dwelling on something so much turns things around naturally. Just don’t mistake this for laziness. There’s a difference!

2) Consider Business Coaching-I have a great friend and mentor Liz Dennery Sanders, who also happens to be a business coach. Her company is called SheBrand and her coaching sessions always give me a new perspective, and specific step-by-step instructions for reaching my goals. It also doesn’t hurt that Liz owned a boutique PR firm for many years. Find someone you look up to in your industry and don’t be afraid to ask or pay for help. And while you’re at it, in turn, be someone that is generous with your own time and knowledge. I love helping out my other friends in PR—not everything has to be a competition!

3) Hire Great People and Manage Them Well-I have been so lucky in that we have had only two great assistants since we started our business. My current assistant is so eager to learn, is someone that my clients like and is genuinely fun to be around. Whether you are hiring an assistant or someone to run a department, make sure it’s someone you and others want to work with every day. Well liked people go far. And when you hire great people, be a great boss to them. Mentor them, teach them, respect them. For God’s sake, don’t drown them with personal/company burdens unless absolutely necessary.

4) Start Saying No-Sometimes in business you will have no choice but to make decisions based on money rather than your excitement. (A girl’s gotta eat.) But, a big lesson my partner and I have learned is that most of the time saying no, despite the financial gain, makes room for other business that is more in line with your passion. I have never regretted passing on a client. I have only regretted saying yes…especially when I knew better.

5) Be Nice-I’m always amazed when colleagues tell me I’m nice in a shocked voice—like I’m the exception, not the rule. People in my industry can be MEAN. In fact, publicists are notorious for being awful, even worse than agents (gasp!). My first boss in PR was one of the most well liked people in our industry and I wanted to be like her. Hopefully a little bit of that rubbed off.

6) And Furthermore, Realize that It’s Not You; Some People Are Just Jerks-I took a general meeting a few months ago at a large management firm. I had worked closely with another manager there, so this was a get-to-know-ya-hope-we-can-work-together type of deal. It was the worst meeting I have ever had the displeasure of sitting through. From the second I walked through the door, the manger was rude, disrespectful, arrogant, and made me feel like I was being crossed examined. I couldn’t say anything right. I walked out of that meeting praying that our paths never crossed again.  But, now I kind of hope they do. And I hope it’s at the Oscars. ;)

7) Realize that Bigger Doesn’t Always Mean Better-As a small business owner, it’s hard not to compare yourself to huge companies doing what you do. I do it all the time, comparing my company to the firm that gave me my start. Then I remind myself that I am not them. I offer something different. A luxury boutique hotel experience if you will. What makes you unique?

Finally, if you happen to forget just how awesome you are, email me…I’m happy to remind you!

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Rock the Vote

November 6, 2012 | posted by Molly
 
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Happy Election Day! Make time to vote!

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An Evening at Book Soup

October 22, 2012 | posted by Molly
 
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I am SUCH a loser. How is it possible than in 13 years of living in Los Angeles, I had never been to Book Soup until Thursday night?! Sure, I’ve known about it, known that it was the greatest bookstore in town, but I’ve become too acquainted with my Kindle, stayed in my little “buy it on Amazon” cocoon, forgetting that there is something inspiring about going into a bookstore that has been so fabulously curated, feeling a book with your hands and knowing you will be forever changed by words on a page. I’ll admit, I had a reason to go. It was the book launch party for my client Marisa Lynch’s book New Dress a Day, and how exciting to witness a first time author discover her book on a shelf for the first time!

I was first to arrive, so I had a little time to kill before the party. I mosied over to the travel section by chance and the first thing that jumped out was Paris in Color by Nichole Robertson. I have loved her work for years and actually just purchased this print for my gallery wall.

This book has been on my Amazon wish list for a while. I’ve been saving it for when I finish up the many books I need to finish. Seeing this book singled out in a prime spot made me think they must have taken all my favorite books and put them on display before I arrived!

Love those Luxe Guides!

Of course I was tempted by J.K.Rowling, but the one next to it caught by eye more. It was number one on the Staff Pick list for fiction and that is really what makes this book store so great and so unique. Little notes are scattered throughout the store with thoughtful reveiws, almost as if your friend left you a book with a post it telling you why you will love it.

Once Marisa arrived, we couldn’t resisit snanpping a few photos with her poster. Then, it was on to sipping wine and mingling with fans. If you aren’t familiar, check out her blog here. She is a DIY goddess and can turn the most hideous dress into something chic. Congratulations, Marisa!

As for me, I’m currently cozied inside for the weekend, ready to dive into my new books and Domino magazine. The weather has cooled, it’s drizzly and overcast, the perfect backdrop for the best book I have read in a long time…The Mystery Guest by Grégoire Bouillier. It’s not new, but wow—soulful and emotionally charged. It’s a memoir about when the author receives a phone call out of the blue from the woman who left him without so much as a goodbye five years earlier. She isn’t calling with an explanation or apology, but rather to invite him to be the mystergy guest at a birthday party for a woman he has never met.  I could tell you more, but then I’d have to kill you.

Oh, how we are all connected,  clinging to necessary hope that this life isn’t all for nothing and that our past—those we’ve loved and devastatingly lost has meaning. I can’t really say it any better than GQ did—”Read it, then set it on your desk. Pick it up again. Gaze into it. Be startled. By your own scaled-down reflection most of all.”

Book Soup.  8818 West Sunset Boulevard.  Los Angeles, CA 90069. 310-659-3110

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Be Our Guest

October 14, 2012 | posted by Molly
 
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This weekend, I finally finished my guest bedroom. Well, finished is a strong word. Is decorating really ever done? I was definitely working on a tight budget since this isn’t a room that gets a lot of use. I mostly used vendors from Etsy, so I wanted to share some of the stores that helped get my inspiration to an affordable level.

As you can see, the space before was just blah. I fell in love with this print called London Street by Richard Ryan. It was definitely my inspiration for the rest of the room.  Here is what I did!

First things first—the room desperately needed a coat of paint. I went with Benjamin Moore Stone Harbor. It’s a littler darker gray than the rest of my apartment, which is a nice contrast. I probably could have even gone a shade darker, but I’ll admit that I was a little afraid to be so bold. The next addition were the awesome vintage lamps I found from Elefant Design’s on Etsy.  I have seen these exact lamps in a designer shop recently for $2500!  These were $250 for the pair, so I feel they were quite a steal! I had Ella Dean Design on Etsy make the gray custom shades. The other custom detail was the roman shade, which came from Windows by Melissa on Etsy. It was wayyyyy less expensive than ordering from a drapery store in LA. My only gripe was that it took about 9 weeks to arrive, but I am thrilled with the way it looks. The fabric for the shade came from Spoonflower.

The pillow covers are from Festive Home Decor on Etsy and they were really reasonable. Now I won’t feel guilty when I tire of the hot pink. The blanket is the Favorite Throw from West Elm, and it really is my favorite. I also have it in green in my living room. It’s so inexpensive and comes in every color you can imagine. The mirror is from Ballard Designs and was actually meant to go in my bathroom. It ended up being too bulky there, but works great in here. The bed, furniture and bedding are all from Pottery Barn and I’ve had for years.

Now, all we need is a house guest! Care to spend the night at Chateau Schoneveld?

PS. Speaking of decorating never being done, have you seen the new ad for One Kings Lane? So adorable and just adds fuel to my addiction!

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Happy Halloween and How to Have Fun at Your Own Party

October 11, 2012 | posted by Molly
 
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I am not a big fan of Halloween. I get it from my mother.  I never thought her detest would rub off on me, as I loved any excuse to put on a costume as a kid (and my sweet mom made them all from hand!). But now, it just seems hardly worth the effort (or the money). Though on a total side note, if I had a wee one, I would certainly be getting one of these…have you ever?! Anyway, my husband on the other hand, LOVES Halloween. So, a few years ago I decided to compromise and threw a “sophisticated” Halloween dinner party. I got to enjoy cooking for our friends and he got to enjoy the debauchery of it all. I still say it was the most fun I have ever had at my own party  We’ve talked about having another one and maybe we will one day, but it’s impossible to recreate a perfect memory isn’t it? So, I’m giving you some tips to throw your own dinner party in hopes that you can create a night as memorable as ours.

Note-I removed my address from the invitation for purposes of this blog post.

Number One: Create a theme that is easy for your guests. We did Tart & Vicars. It was important that our guests (and us!) be able to dress up without much effort or cost. The last thing I want is for someone to feel overwhelmed (me included)—the idea is to have fun. Keep it simple!

Number Two: Details, details, details! With a little extra effort, you can make a big impression. Find ways to incorporate your theme throughout. I found great Candy Cross Bracelets that I looped around the wine glasses on the table, which doubled as kitschy favors.  I bought toe tags at a party shop and personalized them to each guest for funny place cards.  I lit as many candles as I had to set the mood. All of these are cheap, don’t take long to accomplish and make things a little more special.

Number Three: Listen up…this is the most important tip to having fun at your own party.  I made the mistake at our holiday cocktail party serving the drinks myself to about 40 guests. I was stuck at the bar all night refilling complicated drinks and there is nothing fun about that. If you are not going to hire a bartender, set up a bar with easy instructions for 1-2 specialty cocktails that require 2-3 ingredients max and let your guests serve themselves. Glow sticks add spookiness to any liquid pleasure—just snap them before guests arrive, arrange them in a glass and voilà. Plastic black spider rings on a glass are classic and cheap. I found Halloween wine bottle covers with phrases like Ghoul’s Grog. Now you can serve cheap wine and none will be the wiser.

Number Four: Invite an interesting mix of personalities. Dinner parties are tricky because many times you can’t invite one person without inviting another. But, it’s super important to invite a few people with big, fun personalities. They will keep the party going. Invite a few people that know each other and a few that don’t. It makes the evening less awkward and hopefully everyone will leave with new friends. Use place cards and be strategic in the placement. You want to encourage conversation, so spread out the extroverts!

Number Five: If you have friends with a special skill, don’t be afraid to ask for help! My friend Alex is a coffee expert, so he brought over his fancy schmancy Siphon Coffee Maker and made us all coffee drinks and Rooibos tea lattes. It was the perfect pairing with my Pumpkin Cupcakes with Maple Icing, which I made a day ahead. My other friend Blair is a chef (I know! Who invites a chef to their dinner party? I have no shame apparently). He saved my mashed potatoes with a grating of nutmeg (who knew?) and judged me silently.

Number Six: When it comes to the menu, do as much as you can ahead of time and try to make things that you can throw in the oven and forget. That way, you aren’t standing over the stove all night.  If you can do all the prep work a day ahead, you will thank yourself when you have more time to enjoy the party. One party trick I love is serving soup (I made corn chowder in advance) in little espresso cups as soon as your guests arrive. That way you don’t have to make a ton of appetizers, but gives everyone a little amuse bouche before the main event. Finally, I could have never pulled this off without help from a good friend who came over hours ahead of time and helped with preparation. Don’t be afraid to recruit a designated sous chef. Thanks, Brianna! And, of course my husband, though he prefers to be a party guest, not a party planner ;) .

At some point, realize you’ve done enough and sit down with your own cocktail! Let me know how your party plans turn out! Happy Halloweeeeeen!

 

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