Help! I Hate... My Publicist

Every week, The Art Journal’s resident artworld Agony Aunt Charlotte Jansen answers your questions about access, gatekeeping and sticky social problems

Have a burning question for her? Get in touch anonymously here.

I work for a small, regional art institution with a bit of a cult following. We hired a New York-based publicist to get us some buzz from afar. He’s doing a good job and his fees are low compared to most publicists, but I can't stand him! 

He constantly posts photos showing off or bragging about glitzy, opulent parties and drinks A LOT at our events when he's technically working (like cutting people off at the bar to grab a drink while still guzzling another drink). We’re all for a party, but we’re an artist-centred organisation and don’t want to be associated with an image that’s in-your-face, unprofessional and, frankly, elitist. 

Should I be worried that he’s representing us, or am I overthinking it? Do you think how a publicist presents themself is a reflection of the organisation they represent? Or should I just be happy with the good PR results and forget the rest? 

Wow. There’s quite a lot going on here. Let me try and break this down. 

If he were expensive, incompetent and forever posting selfies with free drinks from the VIP lounge, this would be easier to tackle. But you’ve conceded that he’s good at his job and surprisingly affordable. Those two qualities are, in this day and age especially, not nothing.

Publicists are, by nature, in the business of appearances. Some cultivate an image of effortless glamour, endless cocktails and knowing everyone worth knowing. They are smooth social operators and bragging is basically their job. It’s not my cup of tea either, but it is, in fairness, part of how they need to operate to be successful in their line of work. He’s selling himself as someone who has the right connections and the right invitations.

Your institution, however, isn’t selling that. You’re artist-centred, not bottle-service-centred. So the real question you’re asking isn’t whether his personal Instagram is a bit much. It’s whether, while he’s working for you, he behaves in a way that reflects badly on your organisation. Does he fit the vibe? 

It sounds like he doesn’t. Here’s the test I’d apply: if his social media accounts were shut down forever from tomorrow, would you still dread seeing him at your events? If the answer is yes, then your concern isn’t aesthetic – it’s professional. If the answer is no, you may simply have discovered that you find him personally insufferable, which is not, alas, a sackable offence. 

You did hire him, and I presume that was based on something, like a recommendation, an interview or a CV? Did you do your due diligence before offering him the job? Don’t confuse second-hand embarrassment with reputational damage. One is irritating. The other is expensive. Make sure you know which one you’re dealing with before you swap a publicist who gets results for one whose Instagram you can stomach, but who doesn’t know how to talk the talk. 

As for whether people assume his persona reflects badly on your institution, it’s probably less than you fear. Most journalists and arts professionals understand that publicists have clients, not identities they absorb by osmosis. I’d also say there are many people in the art world who don’t even give publicists the time of day at all. They’re unlikely to conclude that because your PR man loves champagne towers, your organisation is unprofessional and elitist. Again, as you say, he’s actually getting good PR results – so he can’t be reflecting you that badly. It might be that you need to give a little more trust to his – err – process?

Still, you’re definitely entitled to expect someone representing your organisation to read the room and behave appropriately. I’ve been on several press trips abroad over the course of my career where certain individuals have overindulged on a late night out. The professional lines get blurred with drink, and people sometimes behave embarrassingly – and, on one particular occasion, wildly inappropriately, with quite severe repercussions. 

If his conduct at events is beginning to overshadow the artists he’s there to promote, that’s a management conversation, not a personality clash. You don’t need to critique his personal feed or outlaw fun. You simply need to say, ‘When you're representing us, we’d like you to dial it back.’ There’s a world of difference between enjoying an open bar and being visibly drunk while elbowing other guests aside to replenish his glass. That’s not ‘networking’ – that’s just bad manners. Set clear expectations and boundaries for him.

This question also points to an issue that is more serious, and is, I think, endemic in the art world. Alcohol. 

I’ll admit that free alcohol was one of the things that drew me into the art world in my early twenties, as a recent graduate attending openings on Vyner Street (remember those) on Thursday nights. I could barely afford to top the electricity meter up in my decrepit flat, and I couldn’t believe how many free bottles of Peroni you could get at these things. 

Now I notice how difficult it is to exist in this sphere if you don’t want to drink, or don’t drink at all. Every single event centres some kind of alcohol, no matter where or what time of day. It’s an expectation and a social pressure. If I attend a few events a week, I can easily get over the recommended weekly consumption for someone my age, and the fact it’s always on offer for free makes it even harder to resist. I believe that a lot of people are struggling, often silently, with alcohol problems in the art world as a direct result. It’s a taboo that needs to be spoken about more, and I would urge anyone, if you do feel you have an addiction issue, to get proper professional help that I am in no way qualified to give. 

*The information provided in this column is for general informational purposes only and is not intended as medical, psychological, legal, or professional treatment advice. If you or someone you know is struggling with alcohol use, consult a qualified healthcare professional or licensed addiction specialist. In an emergency, contact local emergency services immediately.