Ms. Facing

Ms. Joy

A few years ago I did a reality show, a really embarrassing reality show that I hate to talk about. It gave me a lot of recognition and some loyal fans. Most people who watched the show really liked me and still do.

No fortune came with my fame, though. It also didn’t do a damn thing for my acting career. I think it’s made it harder for me to get the kind of acting roles I want. People consider me a “reality” star and don’t offer me gritty roles or consider me for anything other than a no-budget indie comedy.

I had no idea this would happen. When I moved out to California to pursue my dreams of acting on the big screen, I thought all work was good work and any publicity was good publicity. I was so happy to land a gig that would get me on TV and in front of peoples’ faces that I never considered negative things.

I thought that fame was fame and fans were fans and the reality show would help me change my career like it did for Jacinda Barrett. She ran around naked on the Real World and still lands movies like “Bridget Jones” and “The Namesake.” I didn’t do anything nearly as risqué as what she did.  

I just feel like I’m starting all over again and this time, with less respect from others than ever before. I want a career in film. I want gritty dramatic roles that challenge me. I want to be seen in a completely different way than I’m being seen now.

Should I just bite the bullet and own up to my past? Or should I drop it from my bio completely? What about the YouTube clips? How can I create an image that will show me the way I want to be seen?

―Facing Reality

Ms. Facing,

First, let’s rise out of the shame sewer. It’s not doing you any good to wallow in coulda, shoulda, woulda. Bottom line: you could and you did. You’re in a very particular place right now and this place has to be your starting point. From a pure publicity aspect, you need to figure out your game changer. This can involve myriad things - anything from the way you utilize your fans to the projects you choose to brand associations.

Rebranding is a long process that requires deep strategy and fastidiousness. When A-listers rebrand, they get very quiet in the media and try to calm the media frenzy. They stay quiet until a huge project that’s backed by a big budget gives them a reason to be back in the spotlight. You can’t necessarily afford to go radio silent and wait for some big studio project to give you an avenue for reemergence. You have to change while staying in motion.

You don’t have to make it the first paragraph of your bio, but you don’t need to eliminate the factoid from your life, either. People know you were on a show and recognize you for it, so just make this fact work for you. Mention the show in conjunction with a reference to how you started winning the hearts of your fans, such as, “She began winning the hearts of America through her memorable moments on XYZ show.” How this fits into your bio is a matter of semantics and angles. Time to test your verbal contortionist skills.

Let’s talk about the fans. Since you have them, I would suggest you figure out ways to stay connected to your loyal supporters and utilize their numbers to your advantage. So, wrangle those Twitter followers and Facebook fans to drive traffic to your IMDb page and website. Those fans can help keep your IMDb numbers in the popular range. By now, you should know how helpful that can be.

Once you know you have your fans documented and mobilized, seek out projects that will help you utilize those numbers while also flexing your acting muscle. Fundraising plays or charity readings (especially celebrity charity readings) usually focus on character driven, gritty material. They can also be a great opportunity to get fans buzzing, send a media alert to the press about your new fab role, and essentially start showcasing that different side of yourself.     

You may also want to look at pursuing webisodes or other cool online projects. I know you’re craving the silver screen but, don’t get stuck on stupid about it. There are some amazing web projects that are actually union and winning awards. These will give you something unexpected to publicize and, again, you can utilize your fans to increase the popularity of the project.

Another script flipper can be the right kind of spokesperson or brand ambassador opportunity. If you can find a nonprofit or product that you truly believe in that will also paint you in the desired light, signing up to be its face can go a long way for changing or elevating your image. Whether the brand publicizes you, you publicize you, or you do no publicity at all, being associated with the brand will showcase you in a way that should garner respect. That is, if you choose the right brand.

I can’t emphasize enough how involved and tedious this process is going to be. You can’t half-way this. To rebrand, you have to go all out or just stay home.

During this journey, you also need to remember that your goals might not materialize as is. This doesn’t mean you have to abandon the goals. Just amend them. Think of a strategy, implement your plan and stick with it. This is going to be a true test of endurance.

Keep rising!

Joy

Read my ASK JOY column and so much more at Brains of Minerva.com 

Ms. Lost Angeleno

Hi Ms. Joy,

I have been acting for over 10 years in New Zealand and Australia. I’m really well known back home in New Zealand although I haven’t done any work there recently. I moved to LA ten months ago and haven’t been working much here, either.

I’m very experienced and smart but I don’t know the right people just yet. I’m slowly getting there. I need to get in front of top Casting Directors and Agents. I have US theatrical representation but I need better agents. I don’t have a Manager here so I don’t really have anyone making introductions for me in LA.

I’ve been handling my own publicity and put together a website, I listed myself on nowcasting.com and lacasting.com. I also have a Twitter and Facebook page. Nothing’s really happening from any of those sites, though.

There are lots of reasons for me to stay in the US career-wise. But me not working back in New Zealand and staying in front of the people who know me is killing my career. I feel like I’m drowning. I don’t know what to do to get things going here and keep things fired up back home. I don’t know how to meet the right people. I’m not sure how to get myself out there. What should I do?

- Lost Angeleno from New Zealand

Ms. Lost Angeleno,

It’s gutsy as hell to literally jump across the world for your career. Yet, that gumption means nothing without a plan of action. Your letter listed desires but, no game plan. You can dream about a better agent and want to meet top casting agents but there is no magic formula that forces the world to fulfill your wants.

So, you need to have backup strategies if your desires don’t materialize as is. PR is a great way to elevate and expand your connections and thereby your possibilities. Your PR plan should encompass networking in the states, staying connected to your New Zealand contacts and fans, and leveraging what you’ve already done.

The first thing that most actors stress out about is getting representation. Still, you may never get an agent or manager- at least, not the ones you want. Worst case scenario is that you never find someone to introduce you to casting directors. Perhaps you should shift your focus to networking with producers and directors. 9 times out of 10, they’re the ones making the final casting decisions anyway. Plus, they’re rarely pummeled by tons of emails from actors begging for work, unlike casting directors.

If you have acquired NZ-based contacts and a fan base, don’t lose those people due to silence. Communicate and stay connected. Create a newsletter. Find countrymen on Facebook or Twitter that have common interests and network with them directly. Reach out to other New Zealander actors who are now based in the states.

Social media isn’t just a way for you to keep talking to people you already know. It’s also an amazing way to be gregarious and establish new connections with strangers.

Since you acquired career momentum back in NZ, keep using it. Connect with the New Zealand consulate and New Zealand film groups with offices in LA. Reach out to New Zealand press outlets that have covered you in the past and pitch them a story about your move to the states. Involve yourself in New Zealand charity efforts and be one of their US-based ambassadors.

There are things that are in your immediate power to change and things that are out of your control. Take control of what you can, mainly, your personal game plan. Strategize, nurture the connections you already have, expand your network, and leverage your value.

Keep rising!

Joy

Ms. Here To Stay

Hi Joy,

Once upon a time, I moved to NYC and got involved in the improv comedy scene as well as a major Off-Broadway theater. I then got pregnant via a fast and furious romance, got married, gave birth to a beautiful boy and became a full-time mom.

At 3.8 years old, our son was diagnosed with a rare, aggressive cancer in his nerve tissue. I had the rare gift of care taking 24/7 for the next two years while he was in treatment. He was almost six when he passed away.

My heart stopped beating. I literally lost a year of my life. I changed my career path for years and didn’t pursue acting. Yet, acting never left my soul- especially independent film. I’ve now found my way back and realize that my gift is artistry that enables others to identify their experiences. I’ve jumped across the country again and am in LA acting, writing, and creating.

This is all a part of me but, should I share my story? If so, how do I do it in a way that lets people know I’m here for the long haul and devoted to acting? And, since I’m not a spring chicken coming to this town, how do I package myself?

- Here To Stay in LA

Ms. Here To Stay,

What an amazing life! To answer your first question, Yes. If it would have helped you to hear a similar story then, you should share (if you want to). As a woman, a mother, an actress, a writer and all the other nouns that make you unique, it’s reasonable to think your experiences have informed your life and your work. They’re not shameful or embarrassing. If anything, moving forward after such loss affirms your commitment to living a passionate life.

You never have to bare your total soul and you have the power to stop talking about it whenever you choose. You never know what will happen. Your journey, strength and generosity might just change someone else’s life.

If you tap into the reasons why you are pursuing your artistry again, the truth of that will be what you need to express to others. The passionate reasons driving you are what you use to let people know you’re devoted to acting and here to stay. These passionate reasons will also help others see and feel your humanity.

Don’t worry about spring chickens or any other seasonal fowl. The fact that you know some real things about real life is your advantage. Look at sharing your story with women’s lifestyle media such as “Woman’s World” or “More” magazines and lifestyle TV formats such as CBS’ new show “The Talk” with Julie Chen and Holly Robinson Peete.

Also, if you get a moment, take a look at Benu Mabhena’s case study here. This is an actress whose past informed her work in Blood Diamond and her social outreach has been a complement to her work and life.

Keep rising!

Joy

3 Questions: Benu Mabhena's Global Movenment

Benu Mabhena made her big screen debut in Warner Bros.’ BLOOD DIAMOND. The African beauty spent months performing opposite Oscar-nominees Djimon Hounsou and Leonardo DiCaprio and Oscar-winner Jennifer Connolly. For the role of Jassie Vandy (Hounsou’s character’s wife), Benu had to embody the fear of a woman on the run with her children, terrified that someone would kill them or kidnap her son and force him to be a child soldier.

What virtually no one knew was that Benu brought a personal story to her moving character. When Benu was a child, a change in Zimbabwe’s political climate forced her family to flee and remain uprooted for years while staying where they could with family and allies in South Africa.

Though now residing in the states, Africa is still near and dear to Benu. She recently recorded “Wake Up- It’s Africa Calling” with Mopreme Shakur, brother of legendary Tupac Shakur, and world artist Youssou N Dour. The song is raising money for malaria treatment and education.

Benu paused for a moment to answer our 3 questions about international fame, publicity, and American film productions:

GP: As an American who was born in the UK and partially raised in South Africa, how does public perception of you change from country to country and how do you keep your message clear internationally?

Benu: I was fairly young when I lived in Africa and when I was in the UK. I really wasn’t in the public eye until I was here in the US. I think people are really surprised when they hear me talk– I pretty much have an American accent, so they have this questionable, puzzled look on their faces. LOL. Most people back home and my family didn't have a clue of what I wanted to do with my life. If I wasn't becoming a doctor, Nurse, or anything in business, I was just out of my mind and I needed to get focused. My message is that you can follow your dreams and your dreams can eventually support you. That message is easy to keep clear no matter where I go.

GP: Did you find it difficult to share your personal story with the press while promoting BLOOD DIAMOND?

Benu: I did find it difficult... because my family and I have always been very private and I know that our life story is a very unusual one and who knows what telling it might bring. I wasn't quite ready to talk about it.

GP: What did red carpet events teach you about promoting yourself and your film?

Benu: First of all, I think when you step on the red carpet you’re never as prepared as you think. If you think you’re prepared, prepare for the “unpreparable.” That’s not a word, but you get my point! When I got started in the business I was very shy and I couldn't talk to people. Now, I can and sometimes I feel like a different person when I'm in public. I’m able to talk to fans and network with professionals... it's kinda cool. I find that it's really an amazing tool that we have red carpet events to introduce projects to the media and make these projects (and ourselves) accessible for the public.

*Originally published in the July/August 2009 issue of 720 PR's GOINGPUBLIC [ Read ]