Jasmyn Pozzo was a broadcast journalist before enrolling in the Entertainment Business Management program. But with a BA under her belt, she glimpsed the other side – and liked what she saw. So she became a publicist, working closely with the media on behalf of her entertainment industry clients.

After graduating from VFS, she took a position with Vancouver-based The Promotion People, whose roster of clients includes many of the most recognizable faces in the local scene, including VFS Acting grads like Holly Dignard and Benjamin Arthur.

But why change sides? That’s what we wanted to know – and Jasmyn was kind enough to answer.

Your background is in broadcast journalism – what sparked the career change?

I have always been very passionate about media, and knew I wanted to work in that industry in one way or another. I had an amazing time throughout my journalism program and learned a lot, but by the end of my four years I had realized that I wanted to be the PR person that the reporters were calling to try to get the interview, and not the actual reporter.

I’m very interested in all aspects of the entertainment industry, so it seemed like a natural transition to work in entertainment in a public relations position. I drew on my communications and journalism background, and built upon that with my Entertainment Business Management education at VFS, to create a solid background in both media and public relations in the entertainment field, which worked out perfectly!

[Head of Department] Ken [Ashdown] talks about how well you used your time in EBM – that you were really focused. How did you do it?

I knew from the first day of the program that I wanted to be a publicist when I graduated, so I was able to concentrate on that specific goal throughout the program. I think having my future career picked out before the course started made it easier for me to stay focused and make the most out of my time at VFS that I possibly could.

I also used as many VFS resources as I could to work towards my goal, whether it be taking internship opportunities, attending networking events, using class projects to build my portfolio… all of which helped me graduate with extensive knowledge and experience in the position I wanted to attain.

For the layperson, what does working as a publicist actually entail? What are your days like?

A publicist’s job is to generate publicity and press coverage for their client. Publicists act as liaisons between their clients and the public and media.

In the entertainment industry, clients can be anyone from actors and musicians to television shows and event producers. My position involves writing press releases, creating client bios, pitching stories to the media, securing and tracking media coverage, creating and implementing publicity campaigns, acting as the liaison between clients and the media and public, putting forth press strategies, creating press kits, managing media contacts…

What do you find most rewarding about the kind of work you do?

I find it really rewarding to experience a publicity campaign run from start to finish, and see the results firsthand. It’s amazing how much positive publicity can really affect a project, whether it be a new film, an actor’s new TV show, a tour, or an event. It has the ability to change the playing field and gives the client a real edge, which is great to be a part of.

I also really enjoy the creative aspect of the whole publicity process. Coming up with different ideas, brainstorming media pitches, and writing attention-grabbing releases are great creative outlets. It’s also very rewarding to see a story you pitched about your client in a magazine or newspaper!

Update: Since we first posted this story, The Promotion People has announced the opening of a new office in Toronto – headed up by Jasmyn as Director of Toronto Operations! Congratulations, Jasmyn!