Industry Pro: Public Relations & Music Marketing Executive Deborah Brosseau
Deborah Brosseau is one of many, many entertainment professionals who have launched their careers outside of Los Angeles. In her case, already being immersed in the Chicago music scene from as far back as high school gave her the leg up she needed to establish her PR career post-graduation. She had to overcome small fish/big pond syndrome like everyone who relocates to Los Angeles after becoming established somewhere else, but that was a while ago. Read on for her story…
Current position: I operate Spinner PR, a 20-year old independent PR agency that focuses on A&E, lifestyle and non-profit projects. Also, with Rob Evanoff, I co-operate 1888 Media, which specializes in music marketing and PR in the digital space.
College & degree: I got a B.A. in Communications from Northern Illinois University, with a minor in journalism and psychology.
Internship (if any): I never had an internship. Always held part-time jobs and did a lot of volunteering.
First job in the entertainment industry: In the early ’80s, I volunteered to do PR for a local rock club (in the Chicago suburbs). Actually, I did it to be able to get my underage self and my friends into the bar without being carded. That did, in fact, lead to a series of low-paying gigs with local bands.
What made you want to be a PR rep? I really wanted a way to work in the music business, but I have absolutely no talent – can’t sing, write, or play, so I thought I could be a music journalist. Turns out, those are hard jobs to get, and rightfully occupied by the best. So, I knew a bit about PR from my father, who is in the biz, and it turns out I inherited that talent. Even better, I really liked the process a great deal. In addition to working with amazing artists and companies, I enjoy dealing with some really excellent media folk.
What made you think you’d be good at PR/Marketing? I never really thought about if I’d be good at it. I think that’s the sort of certainty (or maybe arrogance?) you have to have when following a professional path. I knew I was a good writer, and can tell a good story. And I play well with others, so nurturing relationships with clients and media wouldn’t be impossible. It’s not like being on stage, but my creativity mostly comes through in uncovering visibilities for my clients, and making mutually beneficial opportunities for promo partners.
Big break: I really can’t point to one experience that sort of changed everything. The opportunities and people I work with have been increasingly special throughout the years. I feel like I’ve had peaks and valleys, but never any steps backward. And I try to look at every opportunity as one that will challenge me, inspire me, and/or teach me something.
Eureka moment (when you realized you did or did not want to do something or that you should do something differently, etc.): In 2000, while things were going great with Spinner and life in general, I couldn’t shake a feeling of complacency. Like maybe in order to ascend that next peak, I’d really have to shake things up. The answer, after long deliberation and that ultimate “Oh yeah!” was to move, so I relocated to Los Angeles. Sadly, the first couple of months were a descent into a deep, deep valley, but that was a clarifying experience in itself, so it was worth it.
Career path: The milestones in my career all look very different from one another. Landing exciting clients is a wonderful achievement, but ultimately, so is getting that client the exposure they pay for. It used to be getting coverage in USA Today, or The Tonight Show was a pinnacle. But there are so many more valuable outlets, and sometimes the most valuable to the client can be the smallest, that doing the best thing for the project is more the goal. Big checks used to be a big deal, but I find much more satisfaction in being able to creatively serve the client. Sometimes that’s aligning with a big brand on a promotion. It’s nice to be able to find successes on many different levels. As long as the clients are happy, it’s all good. But to be name-droppy, over the years I’ve worked with James Brown, the Rolling Stones, Neil Diamond, Jane’s Addiction, The Smiths, ABCFamily, Warner Brothers, Chicago Shakespeare Theater, MTV…
Describe a typical work day in your current position: The details vary every day, but generally I’m taking a client and crafting stories to fit a variety of different media outlets. Then sending those stories, and other assets like pictures, videos, MP3s, book excerpts. Sometimes setting up contests or other big promotions. It’s all about providing valuable content to media and brands. And I’m almost always at shows or events.
Worst job (or day) in entertainment industry: Hmmm. There’s a lot of crazy in this industry, and I’ve had pretty bad situations with aggro people (Ed.note: aggressive with a hostile vibe.), or people with addiction problems. People who don’t pay. Liars. Really bad behavior. There have been deaths. Those really are the worst, when you lose a client, co-worker, associate.
Best job (or day) in entertainment industry: There’s a lot of good-crazy, too. Getting a great opportunity for a client. Meeting a new associate that turns out to be super-cool. Getting to work on an excellent new project. Lots of wins. No way I can pick just one job or day. That’s a blessing.
Best thing about your current job: Because we have clients in different realms and genres, I work with so many different people every day from all over the world. Many of them become long-term contacts, and friends, and it’s a really enriching benefit to the job. Our clients are great people, too, creating at the top of their game, so it’s an honor to be entrusted with the work.
Worst thing about your current job: Having to trudge through the occasional bad behavior.
Brush with greatness (can be a celebrity encounter or just being exposed to someone being brilliant at what they do): These questions are so difficult! I mean, in 20 years, I’ve seen or met hundreds of musicians, actors, authors, directors, producers, artists, dancers, athletes, etc. All are inspiring and bring something to the table. My family brought me up to crave the arts, and to be affected deeply by them. Even though I work in a creative industry, I seek it in my personal time as well. There’s a lot of brilliance out there to experience.
Secret of your success/advice to the newbie: Have a dream, have a goal, but always remain realistic and reasonable. Many people get caught up in wishing and hoping, and a delusional sense of what’s going on. There’s nothing but trouble in that. Have skills, make solid contacts, earn your own achievements. If you have a strong foundation, you’ll survive the roughest situations.
Next move: It’s always about growing the business and making new contacts. Always looking to provide service to both up-and-coming and established people. With both Spinner PR and 1888 Media, in their specialties, we stay aware of the ever-changing media landscape and forge appropriate relationships. 1888 gets involved with developing technologies for distribution and marketing, and that’s something Rob really excels in, but that’s an imperative and I believe we have to continue those foundational relationships. I’d also like to be working with more people based in other countries. We can provide an excellent introduction to the American market, so it’s a goal to work a few more international projects.
To find out more about Spinner PR’s services, go to the Spinner PR myspace page. To find out more about 1888 Media, visit the 1888 Media myspace page.
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Tags: 1888 Media, Deborah Brousseau, public relations, Spinner PR
