Rick Krusky is a publicist and co-founder of the Los Angeles-based publicity firm MWPR. He and his wife run the company, servicing clients in the entertainment and lifestyle fields. His day to day consists of managing the public perception of clients and procuring press attention for them and their brands. We caught up with him and discussed his views on business, publicity, and working in Hollywood.
How did you get into PR and publicity?
My wife, Marlan Willardson, had worked on the Paramount Pictures lot for years doing film publicity. She struck out on her own to start an entertainment and lifestyle PR firm in 2006. We decided to found MWPR together with her acting as the face of the company while I took care of the business side of things. The firm and our roles evolved organically over the years. But with the arrival of our daughter in 2012 came a more major shift with me taking on a more visible role — working more directly with the clients and press.
What’s the most common misconception you encounter when it comes to publicity?
That you “push a button” and you’re on “Good Morning America” or the cover of People. Meaning, you just start getting press “automatically” once you retain a publicist. The truth is, there’s a ton of work and effort that goes on behind the scenes. Publicity is not a passive undertaking by any means. It’s an extremely aggressive and proactive one.
Who are some public figures that come to mind in playing the publicity game well?
The royals and their team are pros. They’re a great example. You see Harry and Meghan in Africa, and William and Kate in Pakistan on PR tours for the monarch. They have it down pat.
What’s challenging when it comes to running your own business?
For me, it’s that there’s no time off. Don’t get me wrong, I like to work. But the nature of owning and running a business, compounded by the fact that publicity itself is not a “9-5 job” — meaning I work day and night, weekdays and weekends, whatever is needed — all of which makes for very little downtime.
What’s your advice to an up-and-coming entrepreneur?
Be ready to work. I also think a key characteristic needed for an entrepreneur is responsibility. If you’re not by nature a responsible person, or if you lack initiative, it’s probably the wrong way to go. And you need to be solution-oriented, because you’ll run into problems that you’ll need to figure out and deal with on your own. Like all the time. There’s no boss to do that for you.
Why would a small business owner need to retain a PR firm?
Same reason anyone would: to create or increase positive awareness of the business or brand. We work with all kinds of clients, but at the end of the day — regardless of the nature of the client’s brand — it comes down to essentially the same thing. Publicity is notice or attention given by the media. And PR is really all about reputation — how you’re viewed by others — whether you’re a person, business, or brand. So a PR firm’s job is to get more eyes on the client while at the same time managing their reputation.
Any recent Hollywood moments stand out for you?
The “Once Upon a Time in Hollywood” premiere. I escorted a client down the red carpet and attended the afterparty. We work a lot of movie premieres, but that one was a highlight this year. Comic-Con stands out too. And the GRAMMYs and EMMYs are always memorable.
How do you manage your team remotely?
Ten years ago I would have had a completely different answer. But these days, the answer is simple: very easily. Modern technology is extremely conducive to working with your team remotely, as well as your clients and the media. Smartphones, computers, Skype, cloud technology — literally a solution for pretty much any problem that could be encountered, with exception a handshake, I suppose.
What do you love about your job?
Helping others. Whether it’s getting them a great interview or article, or escorting them at red carpet events. We do a lot of other things as well, like branding, editorial shoots, website development — really anything to do with PR and publicity. But the satisfaction for me is when we do something that helps the client. And it’s even more satisfying when the client knows it and appreciates it.
To learn more about Rick Krusky and MWPR, please visit: https://www.mw-pr.com/
