of the best
choice of the top public relations professionals in entertainment is
a cross section of the industry's elite. It is not intended to serve
as an exhaustive list, or indeed as a definition of the most powerful
players. But it is testament to the value of demonstrating openness,
honesty, and integrity in your professional dealings.
was based on a survey of a broad range of entertainment journalists
and PR professionals who are familiar with the workings of Hollywood,
and the music, film, and TV industries.
respondents were asked to list the "most effective" publicists
and rate them according to their honesty and fairness, as well as their
ability to achieve tangible and impressive results for their clients.
respondents not only to think about those publicists who enjoy the fruits
of working with the biggest names in show business, but also to consider
those who have devised and delivered on smart marketing strategies.
on the resulting list are not only leaders in their field, but also
honest and professional.
A-list: Hollywood's top publicists
by the press and their peers for their integrity and their effectiveness,
Anita Chabria charts the achievements of Tinseltown's finest PR professionals.
Don't let Ronnie
Lippin's Zen-like demeanor fool you: Underneath that California calm
is a woman with strong ideas and even stronger ideals.
"I never want
to compromise ethical standards," explains Lippin of her approach
to public relations. "It can be a lonely road once in a while.
We don't accept every client who asks us about representation, and there
are some relationships that are relatively short-lived."
While not every
client makes the cut at The Lippin Group, which Ronnie Lippin heads
with her husband, Richard, the ones that do tend to stick around. With
more than three decades of experience in the music industry, Ronnie
Lippin has developed long-term relationships with some top rock names.
(Eric Clapton has been a client for 25 years.) Lippin credits this loyalty
in part to her integrity. More than once, she has talked someone out
of a publicity plan when it isn't a good fit for the overall picture.
that my credibility, and that of my clients, is on the line with every
conversation," she explains. "It's easy to pick up the phone
and dial away. But when people call me I ask, 'What are your goals?
What do you want to achieve by doing this?'"
The Lippins hope
to pass on some of their ethical insights to the next generation of
publicists by sparking debates at the university level. The couple helped
start an ethics program at Brandeis University in Massachusetts and
a course at Penn State.
"It no longer
matters how people get from point A to point B," explains Lippin
of her rationale for reaching out to youth. She uses the proliferation
of Napster use by college students as an example: "Essentially
they're stealing from a performer," she says of the file-swap service.
out in the periphery of the entertainment business, writing film reviews
for Parents Magazine, a job she admits was "not something I did
particularly well since I was not a parent." She quickly switched
to film publicity, and moved from New York to Los Angeles for a job
that vaporized by the time she made the trip. Lippin landed on her feet
in the publicity department at MCA Records, but left a year later to
help Elton John launch his new Rocket Records. After taking a break
in the '80s to have a daughter, the Lippins decided to start their own
venture -- a decision that put her back at the center of a business
"For me to
be able to go into the office and play music and work with music and
musicians is a joy," says Lippin, who plays piano and guitar. "I
think music has a special place in peoples' lives."