As recently as a decade ago, when “movie stars” and “theatrical releases” were in abundance, a press tour was easy: A celebrity would do a magazine cover, give a late-night interview, and maybe host SNL. In the past few years, the circuit exploded into a bazillion different options: real talk shows, YouTube talk shows, Reels talk shows, podcasts, legacy magazine viral-video series, eating American chicken on camera, eating British chicken on camera, and so on. There’s no way for a celebrity on a promo tour to make all these stops, but they still need to log quite a few of them to get their name (and project) out there.
How does a publicist plan the perfect press tour? Reps for stars of all levels of fame have to navigate an ocean of possibilities; their job relies on knowing which TikToker their client ought to podcast with, show their apartment to, or kvetch with on the subway. It’s not just that their press has to be good — they plug the movie, they riff with the host, they look beautiful/handsome/slay while doing it — it’s that the press has to catch. They need a moment, ideally several moments, to seize the attention of the general public. In order to do that, their reps need to cast a wide net across, well, the internet, with each path through the gauntlet a little different than the one before. For three types of celebs — the Fresh-Faced Aspiring A-Lister, the Living Legend, and the Redemption Seeker — there are three different ways to make it happen.
The Fresh-Faced Aspiring A-Lister
This particular breed of rising star is under 30 (at least on paper) and eager to prove that there can be a thing as a Zillennial megastar. They might have been toiling since their late teens, but this press tour sits on the precipice of what could be their breakthrough moment. Regardless of their new big gig — a supporting role in a bingeable streaming show, the lead in a hot release at the Venice Film Festival, a new face in a rebooted franchise, a breakout supporting Marvel role — their team has one goal: Blanket the world with their client’s face and prove them a cultured tastemaker. A brand collaboration (Thom Browne, Loewe) goes without saying. Every stop needs to emphasize that not only are they charismatic and cool, but that there’s a certain amount of clout to be gained by being a fan of this person before everyone knew who they were.
Stop 1: Newsletter Post Office
If there’s one upside to being famous but not that famous, it’s that a newcomer has time to fire off an email to Perfectly Imperfect with a list of their favorite taste-making items, like PinkPantheress did ahead of her sophomore mixtape, Fancy That, or Ayo Edebiri ahead of Bottoms and The Bear’s second season. If even that’s too time-intensive, there’s always the brevity of the Dream Baby Press love/hate lists, which is where Kaia Gerber went to shout out label-makers ahead of her book-club launch and Yellowjackets actress Sophie Thatcher hated on cold baths and Bird scooters. An especially taste-blessed client can call up the fashion connoisseurs at Blackbird Spyplane, like up-and-coming guitar-poet MJ Lenderman did to talk Danskos. These newsletter opportunities let the Aspiring A-Lister prove themselves materialistically unique, cementing their style and taste as something to be emulated.
Stop 2: Podcast Pond
For a friendly conversation, greener celebs probably want to stick to podcasters in their age group, so forget the Marons and Conans of it all. Kaitlyn Dever swung by Jake Shane’s clout-chasing Therapuss ahead of The Last of Us’s second season, while Lili Reinhart went to plug her new skin-care line on Bobbi Althoff’s sardonic and skeptical (and ironically named) Really Good Podcast. Gossip queen Alex Cooper of Call Her Daddy played host to both Hunter Schafer and Chappell Roan, while, in a fit of excitement, Hannah Einbinder burst into tears on Bowen Yang and Matt Rogers’s Las Culturistas. A thirsty ingénue like JoJo Siwa might have more fun dishing with reformed-ish sleaze Nick Viall of the Viall Files, whereas a model/actress like Barbie Ferreira would rather riff with the wry Caleb Hearon. The young podcasters are there to make celebs look funny, game, and approachable. Most podcasts exist in video form, and those videos soon become TikToks and Reels, and if there’s one way to expose these stars to their own generation, it’s through TikToks and Reels.
Stop 3: Chicken Coop
Let’s face it: To be a celebrity is to eat chicken (or vegan chicken, if you must). Newbies like Harris Dickinson and Sabrina Carpenter do best with Amelia Dimoldenberg’s negging on Chicken Shop Date, but a brave and/or masochistic rookie may have the perfectly calibrated mini-meltdown snarfing down increasingly spicy Buffalo wings on Hot Ones à la Paul Mescal or boast some charming eyebrow sweat like Florence Pugh. The YouTube chicken-industrial complex allows these celebrities to take advantage of the conventional late-night show interview format while simultaneously breaking the rules of the conventional late-night show interview format: Here’s a conversation that allows the boundaries of polite interaction to fall away, where the subject can be openly and ruthlessly antagonistic toward the host.
Stop 4: Cover Story Creek
Legacy media may be on its way out, but that doesn’t mean a cover story has lost its appeal. Addison Rae says she “manifested” her Elle cover. Skin-care mogul and beleaguered wife Hailey Bieber just sat for Vogue. But just because a celebrity can’t nail down a Condé Nast magazine cover doesn’t mean they’re out of options. And, anyway, long-form profiles are tricky for a newcomer: Can they talk about themselves to a journalist for two hours without saying something that could get an out-of-context screenshot on Twitter? They may have better luck with smaller publications, like how Cultured featured Adults star Owen Thiele on its CULT100 list (Time 100, it’s time to retire), and there are always digital covers like GQ Hype, where you could find White Lotus breakout Aimee Lou Wood; or Bustle with Lewis Pullman. The glossier the photos, the better, especially if they’re accompanied with a gentle 400-word Q&A.
The Self-Serious Legend
Obviously, a performer of universal acclaim shouldn’t have to subject themselves to endless YouTube or TikTok press. They’re above all that! Their name alone ought to sell tickets. The Self-Serious Legend is a true icon and genius, a master craftsperson who deserves to be lauded beyond belief. They want that second Oscar — and they want it bad. There’s one big issue: They are kind of scary and joyless. Like, do they even know who Moo Deng is? When they embark on a press tour for their latest awards-bait-y biopic, their New Media Circuit journey needs to prove them humble and fun to hang out with (Gen Z calls this “having aura”) without losing their dignity.
Stop 1: Reels Bridge
If two-time Oscar winner Cate Blanchett can do a Subway Take, there’s no reason for anyone to skip sitting down on the E train beside host Kareem Rahma to talk about whatever petty grievance they have with contemporary society. Michael Shannon went meta and complained about people who don’t take the subway because they think they’re above it, while Gwen Stefani said she’d take country living over city living any day (girl … we know). But for a legend who has long given up their public-transit days, there’s always the option to let Caleb Simpson into their apartment for a tour like Christine Brinkley — or, in the case of Scarlett Johansson, their skin-care company’s loft. If pressed for time, it’s never a bad idea for a publicist to push their client in the pathway of Harry Daniels’s deranged, off-key serenades so long as they’re a good sport like Anne Hathaway. These quick stops are low-lift with high reward: Celebs can briefly play relatable with everyday gripes, proving they’re just like us for 60 seconds before they go back to being distinctly not like us. Plus, until the government bans it again, these videos are likely to get crossposted to TikTok for double the views.
Stop 2: Pivot to Video Valley
Early on into a living legend’s press tour, they’ll want to remind the adoring public of their long history as a beloved showman. For a laudatory inventory of their ups and downs (but mostly the ups), there’s a number of establishment publications’ video series. They can go through their makeup routine for Vogue’s “Beauty Secrets,” like Jessica Chastain or Carey Mulligan. They can revisit some of their classics for Vanity Fair’s “Rewatch” series — Pierce Brosnan did this ahead of Black Bag, and so did Viola Davis ahead of G20. Liev Schreiber did a Wired “Autocomplete Interview” ahead of his smash Netflix show The Perfect Couple, answering frequently asked questions about Ray Donovan, his favorite sports teams, and his beard. They even got Christopher Nolan doing one (with Robert Downey Jr.) in the lead-up to Oppenheimer’s runaway Oscar run.
Stop 3: Chicken Coop
Unfortunately, just like for the newbies, the main way to prove any famous person’s humility is to subject them to Hot Ones, where Demi Moore, Gwyneth Paltrow, and Jake Gyllenhaal sat and suffered for Sean Evans. Chicken Shop Date is a little more up-and-comer focused, but that didn’t stop Cher from appearing.
Stop 4: Queer Castle
Sure, Ralph Fiennes getting drunk on the New Year’s Eve bash with Andy Cohen and Anderson Cooper didn’t wind up netting him an Oscar for Conclave, but it might have been just what he needed to score the role of President Snow in the forthcoming Hunger Games prequel. And lest we forget, Meryl Streep did Watch What Happens Live, and few living publicists are capable of convincing their clients they’re better than Meryl. Swinging by and doing an interview or a bit with major figures in queer media can help a legendary client affirm they have good progressive values. But if the Bravoverse is too esoteric, there’s always Las Culturistas — even Mariah Carey had a good time there!
Stop 5: Late Night Canyon
When in doubt, both late-night Jimmys, along with Stephen and Seth, will always be there to make a Hollywood icon look playful and stylish — even Tom Cruise is willing to pop up on Fallon and play a game. Kathy Bates appeared on Colbert to promote Matlock (for which she went on to win a Golden Globe), and when Blake Lively was mounting her media comeback, she planned her first talk-show appearance on Seth Meyers. Somewhat miraculously, there are still people who watch TV as it airs, and these shows command a huge audience there to witness these humanizing antics in real time. Late-night hosts have been there to lob softballs to celebs for time immemorial, and with the advent of social media, a segment like “Day Drinking” with Seth can live on for years to come. Celebs will do these shows because other celebs have done these shows. There’s always strength in numbers.
The Redemption Seeker
Not every celebrity has the best reputation. That’s not to say they’re “canceled,” but maybe they’ve had a tricky year. There might be leaked audio of them yelling at the director of a movie they’re supposed to promote, or maybe they don’t get along with their main co-star. It’s possible they’re going through a messy, public divorce. Or maybe they’re at the center of a lurid affair. None of this is illegal, of course, but it does require a press tour to whitewash their reputation with a goofy stunt or earnest mea culpa (or ideally both). These publicists need to protect them from further media incrimination and emphasize their self-awareness. They’ve never been perfect — they’ve never claimed to be!
Stop 1: Podcast Pond
Here’s where a middle-aged comedy podcaster can be a best friend. Onetime self-identified Rasta man Adrien Brody hit up Marc Maron’s long-running, rambling WTF to get into the weeds on acting, and then Brody won an Oscar. Former Republican governor Arnold Schwarzenegger found himself in safe company locking the gates with Maron too. Notorious oversimplifier Malcolm Gladwell went on Conan O’Brien Needs a Friend — and Walton Goggins was there before The White Lotus (he’ll probably be there after too). When a reputation is really in dire straits, there’s always kiddo-hosted talk show Recess Therapy to demonstrate how good you are with kids — controversial divorcés Ben Affleck and Joe Jonas did this for a quick launder of their reputation.
Stop 2: Guys Being Dudes Peak
Laughing and riffing in the bro zone won’t absolve any potentially problematic figure of what they did (or didn’t) do, but it’ll put their voice in the ears of an audience who couldn’t care less about bad behavior. Post-rehab wife-leaver John Mulaney was hitting up This Past Weekend With Theo Von long before Timothée Chalamet, and chat-show savant Von has now played host to broligarch Mark Zuckerberg, SNL Irish good-byer Morgan Wallen, and the aforementioned Ben Affleck. Feud-stoker 50 Cent went by right-leaning comedian Andrew Schulz’s Flagrant (as did left-leaning politicians Bernie Sanders and Pete Buttigieg), while the Joe Rogan Experience hosted Wes Anderson exile Bill Murray and, uh, Amanda Knox. It’s possible that a celeb could wind up saying something bad on one of these podcasts, but with runtimes well into the two- or three-hour range, is anyone still gonna be listening?
Stop 3: Chicken Coop
Yes, eating chicken is now a requisite of every press tour. Any type of celeb has the potential to benefit from the specific suffering involved. For the Redemption Seeker, this press-tour stop is as close as the public may get to ever seeing them repent for what they’ve done. That’s not to say eating chicken is a one-to-one punishment for their indiscretions, but it does feel a bit like evening the score. Justin Timberlake suffered Hot Ones a few months after being plagued with cheating rumors, and 1975 frontman Matty Healy endured Chicken Shop Date’s Amelia Dimoldenberg’s confrontational flirting and degradation of his lyrics between his myriad episodes of saying way too much in the worst possible way. For the Redemption Seeker, press is all about reminding people why we want them around — what we’re missing when they’re gone. These silly shows only extend their longevity onscreen, even if it’s just phone-size.
Stop 4: Cover Story Creek
Nothing says “I’m back” (or “I quit”) like a formal magazine cover, one that both affirms a floundering client’s commitment to their career and gives them a safe space to acknowledge that the road hasn’t been easy along the way. Remember when a post-divorce Brad Pitt tumbled around in a dress in the sand for GQ? More recently, perceived diva Chappell Roan told it like it is for Rolling Stone, and even Meghan Markle went for a People cover in the wake of her Netflix show’s mixed reviews. The cover story can put forth a different narrative about the star — they’re just misunderstood! They’re getting back on track! — and convince anyone standing in line at the grocery store or waiting to see the dentist that the situation is maybe a little more complicated than they first thought.
Stop 5: Daytime TV Desert
Like late-night television, the daytime-TV bloc is one of the few legacy staples in the media circuit. But it’s weird. Maybe it’s because daytime TV tapes so early in the morning, but every host comes off like they’ve never slept and that they’ve had three straight days’ worth all at once. To watch a single episode of Kelly Clarkson or The View is to feel like wandering into a dream — the logic, the games, the traditions are all out of whack. Why are Drew Barrymore’s feet up on the couch? Why is Clarkson singing one of her own songs? This is a great place for a Redemption Seeker to just be playful and goofy, generating content that floods the world with them laughing and smiling. Both Bobby Brown and Oscar the Grouch made their way down The Jennifer Hudson Show’s infamous “Spirit Tunnel” — a mortifying mash-up of catwalk and high-school pep rally that has captured TikTok viewers’ hearts. Frequent anti-Trump ad-libber Robert De Niro took to the couch with Barrymore on her surprisingly beloved show. So did Chet Hanks — talk about range. That female hosts have come to dominate this space means that their tacit approval can make a once-sketchy celeb gentler, if not harmless. If they’re nice to her, you know, they can’t be so bad.
Related
- Fame and Frustration on the New Media Circuit
- Wing Man
- The Anatomy of an Alex Cooper Interview
- SubwayTakes Is Trying to Squeeze All the Juice
Eat the chicken, complain on the subway, show off your apartment, then pray that something pops.
