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Publicist Siri Garber

Although I am rarely star-struck, I have to admit that I was a slightly nervous to meet Siri Garber, owner and president of Platform Public Relations. After all, Siri's resume is beyond impressive, having been picked by LA Confidential as one of the top 6 publicists in Los Angeles in 2004 and having been featured in various publications such as Inked, Elle, US Weekly, The NY Post, Steppin Out, and Stuff Magazine, among others. She also received the “Best Personal Publicist” accolade in “Best of L.A.” from Los Angeles Magazine. Highly educated, the USC grad was chosen as a “Power Woman” in 2006 by New York Moves Magazine and has appeared on several television networks including VH1 and E!. So pretty much, she's the whole powerful package.

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The highly successful Platform Public Relations agency, founded in January 1998, is a boutique entertainment public relations firm. By combining the firm's extensive experience in the celebrity arena with their strong media relationships, they are able to secure editorial placements for their clients in a variety of mediums. They are obviously dedicated and passionate about who they represent, providing key, hands-on, individualized attention. Their client roster is filled with incredible talent, including Jon Voight, Madelaine Petsch, A.J. Cook, Lakeith Stanfield, Shameik Alti Moore, Caleb McLaughlin, Danielle Macdonald, and Talitha Bateman just to name a few, They have an office in Sydney, Australia and a brother firm, Serge PR, in New York (with whom they share a symbiotic relationship), but it was in their Los Angeles office where I had the pleasure of chatting with Siri. Tucked away in the Hollywood area, the exterior is modern, built of concrete and glass, but the interior is warmly decorated, relaxed and inviting. Photos, covers and magazine tear-sheets proudly plaster the entry wall. Siri and her agents were hard at work when I walked in.

Siri had agreed to share with us a day in the life of a public relations agent. Before formal introductions, I was first struck by how gorgeous Siri is (again, nerves). But then she smiled, introduced herself and it was quickly apparent how welcoming and friendly she is, possessing an unassumingly confident air about her. Within minutes I understood how much she adores her clients and loves her career as a public relations executive. A professional through and through, Siri is the master of the 'pitch': making her clients sound as awesome as they truly are.

In Siri's mind, the goal of a strong PR firm is to give one-on-one attention to each of their clients, addressing their individual wants. They shape and guide their client's public image through a collaboration with the artist. "Often clients have an idea of how they want to present themselves to the world. If they don't, we help with guidance and consultation." Though Siri has rarely faced negative press with a client, their public image must be finessed in good times and bad; if news is negative, the agency needs to swiftly address the press in order to limit the damage to their client's reputation. As you can imagine, this type of service requires 24/7 attention.

A client's public image is maintained in many various forms of media, including blogs, websites, TV shows, magazines, newspapers and of course, social media platforms including Instagram and Snapchat. When an artist – actor, singer or author – finds themselves in a recurring role on the small screen, a supporting role, or having just signed a record or a book deal, it becomes time to seek out representation. The relationship must be a good fit and the PR agent must understand the direction the client wants to move in. Once that understanding is established, the PR agency can begin promoting their client.

The initial promotion is called a pitch, in which the PR agency encourages various media outlets to feature their clients. To move past the pitch, Siri must also maintain strong relationships with those involved in the media to ensure that her clients have a platform to interact with their audience. The environment is incredibly fast-paced as deadlines occur constantly with ongoing updates of the client’s news. Underneath it all, much of Siri’s day simply revolves around creating and maintaining relationships.

 

Siri broke down her anything-but-typical day for us:

Good morning! Siri starts her day at 8:30 AM by checking emails for any pressing matters. Over the next few hours, she catches up with her clients and addresses their needs. In addition, she actively pitches to editors looking for a resource to share client news and updates.

Lunch for two or three or four? Client meetings are usually held in her office, as they like the relaxed vibe, but she will also meet at a client’s manager’s office. But lunch meetings change daily – sometimes with magazine editors or other industry professionals to develop and maintain relationships, sometimes with a prospective client and/or their manager to see if the agency is a good fit. Although most lunches are in, when she does eat out, her favorite meeting spots include El Coyote, IZaKaya, Katsura and American Rag Cafe.


 

At the end of the interview with Siri, I found myself less nervous, but even more in awe. We finished our meeting with a photo shoot for Luca, during which Siri’s husband walked in with their adorable four-year-old daughter in tow. Autumn Jean (A.J.) bounced into a few of the shots and the Luca team’s collective hearts melted. It was obvious how close the mother and daughter are. So how does she do it all? Siri replied thoughtfully, "I have an amazing team who support me and an awesome husband. I couldn't do it alone!" And above all, her daughter A.J. helps her get through my hardest days.

 

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A Day In the Life of Wrenn

photography | Devin Shauger
makeup | Matthew Pender
words | Corinna Cooke

Described internationally as one of the most exciting new voices in music right now, Wrenn is set to take the world by storm, albeit in her own way, and on her own terms.

Not just a (stunning!) pretty face, Wrenn writes all her own music and lyrics as well as writing songs for other recording artists and for television. She also produces, and in the footsteps of female superstars such as Madonna, she has her finger on every aspect of her career. Except Wrenn is no pop diva, her haunting vocals are definitely part of the alternative rock scene.

Recently Luca magazine was lucky enough to be at onset for the making of two new Wrenn music videos, “Letting It Go” and “I’m Tired Of Being Alone”.

Wrenn storyboarded and produced the videos herself, but had a full crew making it all happen. Both music videos were shot in her beautiful Los Feliz home. The night before was spent covering the walls in gold and blowing up 500 pink balloons. (If you’ve never seen 500 pink balloons, believe me – it’s quite something!)

On the day of the shoot:

8:00 am Wrenn’s makeup artist Matthew Pender (@mattysmakeup) arrives and gets started. The pair have worked together for a long time, and Matthew instinctively understands the subtleties that can make or break a fabulous look. He also completely understands the requirements of each job, which makes him L.A. gold when it comes to makeup artists!

9:00 am while hair and makeup are finishing up the 15 person crew arrives.

Under the supervision of director Emma Menzies the lighting is set up, thecamera angles get worked out, the production co ordinator, grips and gaffers all start working – there is so much work going on behind the scenes of a music video!

9:30 am the band (Edison Lo, Ben Masters and Dan Graham) arrives and sets up their instruments in the gold walled living room.

10:00 am the extras arrive. With the help of everyone the balloons are rigged to drop in the final scene.

11:00 with makeup, hair and wardrobe completed, and the set ready to go, it’s time to start shooting the first scene of “Letting It Go”, which takes place in the kitchen. This scene takes about 2 hours to shoot. ( A music video has multiple camera angles and multiple takes. These are edited in postproduction into the 3 minute mini movie which is a music video)

1:00 pm The first scene is complete and now they move into the living room to shoot the second scene, which has all the performance shots. This is the party scene with all the extras making up the partygoers, and it takes a little under three hours to shoot. The pace can be grueling; the task of getting all the angles, the close ups and co-ordinating all the extras is time-consuming.

3:45 pm finally it’s time for the balloon drop! There is only one shot, one chance for every single person on set to get it right!

4:00 pm Break time! The extras are released to go home while the band and crew take an hour break.

5:00 pm Back to work. The first video, “Letting It Go” is a very high energy, semi-ironic party scene; “I’m Tired Of Being Alone” takes place in the aftermath of the party, and just features the band with no extras. Everyone on this project has shot music videos before and automatically fall into the rhythm of hard work.

10:30 pm Thats a wrap! A super long, super exhausting, super amazing day is done.

These two songs, “Letting It Go” and “I’m Tired Of Being Alone” are off the upcoming Wrenn EP “Good Mo(u)rning, which will be available in March 2017.

There are a lot of cool/new/interactive things happening around the record in the following months, and you can keep up with them all via Instagram and twitter @WRENN. You can also see more from the making of the videos on her Instagram – just look for the pink balloons!

Learn more about Wrenn at her website: www.wrennmusic.com

 

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Be Inspried with Carey Pena

words | Carey Pena

Growing up in LA was inspiring to me.  I didn’t want to be an actress, but I met a lot of people in the business who were ambitious, artistic, and trying to make big dreams come true.  When I was a teenager, I was watching a political convention and had a lightbulb moment.

What would it be like to be a news reporter?  It seemed interesting.  

Everything I did after that, led me to where I am today.  I researched schools that had strong journalism programs and decided on ASU.  While in college, I worked on the ASU newscast as a news and sports reporter.  I also applied for an internship at one of the TV stations in Phoenix.  I remember the day they were holding interviews.  There were hundreds of people who wanted internships, and only a handful of spots.

I visualized myself in the role, and I believed that I'd get it. Yep, I got that internship!

My schedule became a lot crazier. I interned on the morning show, which had a 3:00 AM arrival time, followed by a full day of classes, reporting for the ASU newscast, work, and homework.   Crazy, but I seriously loved every minute.  I felt like each day I was one step closer to my dream.  After my internship, I was hired on as a writer and worked my way up to reporter, and, eventually, I became the main Anchor.  

For me, truly being happy is having the ability to continue evolving and learning new things. 

 
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Be Inspired by Carey Pena

I had reached all of my goals at the news station, I loved so much, and decided it was time to expand.  I launched a Media Firm, Inspired Media 360, or as we like to say IM360.  We are dedicated to the untold, overlooked and flat out inspirational.  I’ve merged my love of telling great stories with the digital world; I’m kind of obsessed with it.  I have a podcast, Carey Pena Reports, a digital TV show, and along with my great team, produce stories and content that go out on our media feed and various social media channels.   I also work with the CW Network hosting a political show, Politics in the Yard.

The best advice I can give no matter what you are interested in doing is push yourself, work really hard, learn as much as you can and BELIEVE.  It is all possible; you just have to have a plan—and pour your heart into it.  

5 AM Wake up call. Get my kicks on and head to the gym!

5:30 AM Meet up with Jesse Holland. He’s my awesome coach who got me into CrossFit and paleo.

6:30 AM Heading home awake and inspired to tackle the day.

6:45 AM Snuggle with my twin 6-year-olds before breakfast and school prep.

7 AM Breakfast. Most mornings I eat turkey bacon or eggs and coffee with coconut milk creamer.

7:15 AM Check Twitter to see what news is trending and what people are talking about. Respond to social media mentions and emails before heading out the door.

9 AM Meet with my awesome team. My columnist Zenobia Mertel and Andrew Jackson, who takes care of my website.

9:15 AM Publish our new columns and content. Talk about branding projects in the works.

12 PM Taping of Politics in the Yard at the CW Studios in Phoenix with our guest Congresswoman Kyrsten Sinema.

1:30 PM Back at Inspired Media 360 studios to tape my podcast, Carey Pena Reports. This episode with CEO and founder of Threads Refined, Codie Sanchez Baker.

3 PM Juice break with the producer of my Carey Pena Reports podcast, Shannon Hernandez. We are obsessed with Juice.

5:30 PM Meet up with my friend Suzanne Bissett at the Camby Phoenix.

 
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7 PM Home with my family to make dinner. My daughter has to eat gluten free due to allergies, so we’re pretty healthy around my house.

8 PM After twins go to bed, a final check of social media and a quick run on Pinterest.

8:15 PM One last post to IG before calling it a night! If The Voice is on, I might watch some TV. If not, I check out political news, a documentary, or read and then wind down.

 

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A day in the life of, Brittany Graham

words | Brooke Romney

Brittany Graham was a high school student when she decided on her life path. “My goal was to be the host of a lifestyle television show. People thought I was crazy and told me it would never happen. I knew I had to prove them wrong.” And prove them wrong she did.

Brittany Graham

At only 28, Brittany and her identical twin sister, Brooke, have spent the last year as Executive Producers and Hosts of Fox 13’s The Place in Salt Lake City, Utah. While achieving their goal at a young age has been incredible, it’s not all glamour, makeup, and celebrities. It is early mornings, research, and intense work days all accompanied by especially interesting people and a whole lot of fun. Join Brittany for a typical day in her crazy, busy life. 

5:30: Wake up. I roll out of bed and head to the gym for an hour long pilates, barre, or high fitness work out. I love starting my day with exercise; it helps clear my head in the morning. 

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6:45: Get ready #1. I come home for a quick shower and head to the office with wet hair, no makeup, leggings and a t-shirt.

7:15: Begin the day. I arrive at work pretty early, check my email, and go over the show for the day. 

7:45: Get ready #2. Now is the time I prepare my face, hair, and wardrobe for TV. I always keep everything I need in the studio.  

Brittany Graham

8:30: Planning meeting. Before things get too busy, we assemble the team for a planning meeting where we go over the show. We discuss plans for the day and any last minute changes. 

8:50: News segment. I take a few minutes to tape a quick segment for the morning news show.

8:55: Show prep. Guests begin to arrive, and we like to take some time to chat with them to make sure they are prepared and feeling comfortable. I then take a quick look in the mirror and make any last minute hair/makeup/outfit adjustments and do a microphone check.

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9:30: Showtime. At 9:30 we start taping The Place. It doesn’t air until       1 pm, but we tape it as if it were live. It’s my favorite part of the day!

10:30: Goodbyes. After the show, we always thank our guests for joining us. 

10:45: Meetings. As a group, we talk about the good, the bad and the ugly of the show we just taped, then roll right into the next day’s show and delegate and organize before we all get to work.  

12: Location shoot. In the afternoon we usually head out for an “on location” shoot. Today, I will be at the Capitol Theater talking with Dancing with the Stars celebrities Witney Carson and Lindsay Arnold about their upcoming performance, Born and Raised.

Brittany Graham

3: Writing time. Each day I have to write a story or what we call a “package.” I go through the previous day’s shoots and write everything out, so it sounds great on television. I then do the voice overs and make sure it is ready to go for the next day. 

4: Prep time. I check and reply to email, brainstorm ideas for future guests, research interesting things in the news and find fun stories to incorporate into future shows. 

5-6: Wrap up. At the end of the day, I tie up any loose ends and head home.

6-9: Family time. I love my job, but I also love to be home. To wind down, my husband and I enjoy cooking together and eating together. After dinner, we love to play tennis or just spend time together.  

10:30: Bedtime! I love to go to bed early, but I almost never get to close my eyes before 10:30.

Brittany Graham

If the hosting a lifestyle show sounds like your ideal job, here are a few words of wisdom from someone who made it to the top fast!

  1. Ask for what you want. Don’t be shy about going after your dreams and don’t wait...there are so many things you can do as a teen to prepare for this type of career. For starters, see if there is an opportunity to job shadow someone in the business. After shadowing, try securing an internship. As a high school student, I was an intern at a news station, and it was an invaluable opportunity. In college, I majored in broadcast journalism but continued to get as much real-world experience as possible. 

  2. Don’t let doubt creep in. It is easy to doubt yourself, your experience or your qualifications, but don’t let that happen. Someone out there is doing your dream job, so why not you? You have to believe in yourself before anyone else will.

 

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