The Catalyst Publicity Group is a full-service Public Relations firm that offers a unique blend of consulting to music artists/brands.

Tell us a little about yourself and your experience.

Hello, my name is Jen Appel and I am the CEO & Publicity Director of The Catalyst Publicity Group. The Catalyst Publicity Group specializes in building unique promotional plans for musicians, brands, festivals/conferences and charities to boost exposure and build momentum in their projects.

What drove you to choose your career path?

It started while attending Indiana University when a professor introduced me to PR/Marketing. I instantly fell in love with the idea of promoting and writing that it led me to intern at several South Florida PR companies while in college. I decided to continue my education at Barry University to receive a Masters in Public Relations and Corporate Communications. I always knew from then on that I would wanted to do PR but never knew that I’d fall into the music industry until I landed a job at a local entertainment full-service agency. While working I quickly learned the ins and outs of the industry and specifics of how each key role-played in an artist’s career. Shortly after, I formed The Catalyst Publicity Group to help emerging artists grow in their career and give them a little extra support from the beginning stages.

How did you go about getting your job? What kind of education and experience did you need?

I grew up with two parents that are entrepreneurs so it was pretty clear from an early start that I enjoy working alone and have a business mindset. To be honest I never imagined I would own a company so early on in my career but I am beyond fortunate to have taken the leap of faith. I believe my education and tremendous internships really helped shape my career and aided in the success of Catalyst.

What do you actually spend the majority of your time doing?

As a business owner my day-to-day activities vary. One part of my day could be invoicing clients, drafting proposals, re-working our website, re-structuring our social media strategy to working with our managers on each of their campaigns. I am lucky to still have the time to work with great bands, brands, charities, and festivals/conferences on a day-to-day basis. While working on client campaigns I could be drafting press releases, pitching, re-working timelines, scheduling/conducting conferences calls and so forth. I never have a day where I am not multi-tasking or working long hours! On my off time from Catalyst I am also the PR Director for the American Cancer Society – Making Strides Against Breast Cancer Event locally in Fort Lauderdale and I sit on the board of advisors for the entire state of Florida aiding in continuing to spread the message on Breast Cancer awareness.

What misconceptions do people often have about your job?

I think one of the biggest misconceptions about being a publicist is that everything we do is a guarantee. Unfortunately when it comes to PR we play the middleman between the client (band, brand, etc) their entire team and the editor at a publication. While we can absolutely build the prettiest pitch and press release unfortunately sometimes it may not be something an editor loves and will want to cover. It is a tough job to convince an editor to cover a client while also handling the expectations of clients and their team members. We also have a tough job of sometimes turning down opportunities and that can be a hard thing to swallow. Not all things PR are glamorous but the times when you lock in a major feature or get that awesome response from an editor is a celebratory win!

What are your average work hours?

My work hours are typically 10am-6pm although my cell is always glued to my hand and my computer is always within arms length.

What personal tips and shortcuts have made your job easier?

Having an amazing staff, business partner, and incredibly talented clients. I love my job, I love going in to work even if I face a tough day. It is fun and something I enjoy doing. Find something that you love and you’ll never work a day in your life. As a personal tip make sure to get a solid education. While my masters program wasn’t 100% in the field I work in today it taught me how to better organize my time, manage my work load, become a better writer, and how to work in a professional environment, all things I use every day at work.

Do you have any advice for people who need to enlist your services?

Make sure to research before you email or reach out. It is so important to understand the service you are inquiring about. Not only does it help streamline some of the initial communication but it helps better organize the campaign and eliminates any confusion. Another major thing to remember before reaching out for PR assistance is to have your campaign thought out. When do you want to release your single? Are you giving a publicist a reasonable enough time to get their job done? Are you being fair with what you are asking/are your expectations reasonable? And finally, what money have you put aside to hire a publicist? A lot of this would be great to have answered before contacting a PR firm!

What's the worst part of the job and how do you deal with it?

Sometimes no matter how big or small the project is, or how big or small the client name is, or the coolest opportunity you are providing it can be a struggle to hear back from editors. Imagine as an editor receiving hundreds of emails a day and having to fish through all of the clutter to have your one tiny little email read. It is a hard thing to deal with, the no response to emails can be tough but understanding considering the immense overload of emails one would receive in a day. To deal with it, we (my team) brainstorm tremendously, we work really well together to ensure we understand how an editor likes to be pitched, and so forth.

What's the most enjoyable part of the job?

Getting a phone call that a client has been offered a major tour, a label deal, a publishing deal, or anything exciting! We share that same excitement with them and it is a win for the entire team. I love watching our clients succeed!

What kind of money can one expect to make at your job?

That is entirely dependent on the type of job one is working. Plus each firm varies in price so it would have to be a case-by-case basis.

How do you move up in your field?

I have always said this since day one, be authentic, be honest, and work hard for your clients. I believe that this helps one succeed in all facets of the music industry. I have a passion for music, I love helping others and I enjoy what I do. I take the time to network with individuals. The more people you know in the industry the bigger your network gets leading to more opportunities! It is all about getting to know others and how to help when you can.

What advice would you give to those aspiring to join your profession?

Take your time to get to know the field. Before diving head first into a career path make sure it is not only one you are passionate about but one you can see yourself enjoying everyday. It is important to love what you do! Keep a positive face on and always work hard at everything you do. I am a huge believer that positive attitudes will lead to successful endeavors. While it may take some time before you land the top position at the firm, work hard and you’ll see yourself moving up the ladder quicker than you’d anticipate!