By Jules Lavallee
You are known as the best in Public Relations for the Entertainment Industry. Tell us about your background and what you enjoy the most about working with clients.
I have been in public relations for over 20 years, and it is coming up on the 20th anniversary of starting my own firm, VAPR. When I first started out, I worked at 2 of the biggest PR firms in the world; Rogers & Cowan and then Burson-Marsteller. I started my own firm because I wanted to give my clients highly personalized PR campaigns that help them achieve their career and business goals. I love working with clients who are just breaking into the entertainment business and getting them their first big booking whether it’s on a late-night show like Jimmy Kimmel, a national morning show like Good Morning America or a big cable news outlet like CNN. It’s so rewarding to see all of your had work on the TV screen.
Why are people coming to you today?
Clients come to me because they want to leverage the media to help build their brands. Specifically, they come to me because they want full court press on the media relations front. That is what I am know for and that is what we do all day long at VAPR. From TV, to radio to podcasts and digital media, I have scores of contacts all across the country who I have developed deep relationships with and trust me to help them book the best celebrities, experts, and authors available. Clients also come to me when they are in trouble and a crisis arises and they need to change the narrative and tell a new story to the press, fast. I have handled many cases with top criminal defense attorneys and other clients who need the media to shine a light on their cases.
Can you share a few of your success stories?
I’ve had my fair share of success along the way, but one highlight was working with comedian Adam Carolla on his book tour. Adam is famous for not liking publicists, but he trusted his book launch to me and we got it on the New York Times Bestseller List! I also really enjoyed working with Loni Love and booking her for her first appearance on the Ellen Show. But I consider every media hit for every client, whether it’s a spot on local TV or a digital feature in an online magazine, a success.
Post-Pandemic what are the trends you are seeing?
Media has changed post-pandemic in good ways and bad. On the positive side, local stations who required in studio interviews only are now comfortable with Zoom and other technology so that has opened up a lot of opportunities for clients. You no longer have to be based in a major media market. With staff being slashed at most media companies we are seeing newsrooms that are short staffed and reporters who are overwhelmed. We look at it as our job to help journalists by pitching the best stories and delivering the best experts for their stories.
Tell us about working with TV Host, Dr. Drew Pinsky.
One of my most fond memories is booking my longtime client Dr. Drew on Oprah! I’ve booked him on hundreds of other top-tier media from Dr. Oz to Rachal Ray to The Today Show but Oprah was certainly very exciting for both of us. I loved working with Dr. Drew and helping him educate the media and his audiences about addiction and mental health. Over the years I was instrumental in helping him expand his brand from Dr. Drew, the “Love Doctor on the Radio” to Dr. Drew, a trusted source for health and medical information on TV. I worked very closely with him for over 5 years on the VH1 reality series “Celebrity Rehab.” It was controversial and there was a crisis every 10 minutes, but I loved being part of a ground- breaking series.
What does VAPR Public Relations offer that no other PR offers?
I offer my 20+ years of experience and my extensive list of contacts. I have also put together a team of PR Rockstars that leave no stone unturned when it comes to media relations. We work harder than anyone in the business and always go the extra mile to deliver results for our clients.
You also work with lifestyle, health & wellness clients. What do you enjoy the most?
My father was a heart surgeon so medical; health and wellness are in my DNA. I get to work with the best of the best when it comes to experts. I have access to cutting-edge technology, research, and protocols. Given what went on with COVID the last 18 months and now the Delta Variant, I feel very lucky to work with leaders in this space whose goal is to help people in these trying times.
What is your advice for artists today looking for PR?
Bigger isn’t always better! Yes, you can hire a big global firm but is that the right fit for you? What are your PR goals? Look for people who align with your goals and have a solid track record. And remember there are no guarantees in PR so if someone promises you, they can book you on a specific show or promise ”X” amount of booking per month, RUN.
www.vapr.la