Connor Parissis
Publicist, Penguin Random House
Connor Parissis didn’t always know he wanted to be a publicist. But a ‘spontaneous’ internship set them on a path towards working in publishing. Here, he shares the challenges and rewards of working in publicity, and offers tips and tricks for those looking to enter into his line of work.
Can you describe your current role for us?
I’m currently working as a publicist in the Launch team at Penguin Random House. The team is a wonderful, talented group of publicists and marketers that focus on new release titles. Together we coordinate strategies to execute effective campaigns for our spectacular local and international authors.
What does a typical day in your job look like?
The great part about my job is that no two days are ever the same. Sometimes I’m strategising new campaigns, creating press releases, meeting new authors, or discussing publicity opportunities with journalists across the media landscape. On a daily basis, I’m pitching to journalists via email and on the phone, organising and securing press for my authors, and putting wonderful new books into the minds and hands of the public.
What was your pathway to working in publishing?
After graduating with a Bachelor of Arts in English and Digital Culture in 2017, I was admittedly unsure where I was headed next. I spontaneously interned with Bloomsbury Publishing. I discovered and fell in love with the industry. I was inspired to undertake a Master of Publishing at the University of Sydney which gave me invaluable skills across the publishing spectrum. I learnt editing, design, manuscript development and the sales, marketing and publicity of books. It was wonderful to get a taste for everything the industry had to offer. From there, I undertook an internship with the Australian Publishers Association who gave me the opportunity to be involved in industry events like BookUp and the ABIAs (Australian Book Industry Awards). I was incredibly fortunate to meet people in the industry and a few months later, I found myself at Penguin Random House surrounded by like-minded people and doing work I am incredibly passionate about.
Additionally, years spent working in bookshops alongside my studies and internships was absolutely pivotal and taught me so much about publishers, retailers and consumers.
What do you find most rewarding about your job?
Having the opportunity to work with a medium I adore. Every day I get to do what I believe in and that is to promote books to the world and spread art. Sharing literature aligns so heavily with my values. Every day I wake up excited to continue working with wonderful authors to publicise their newest books. Alongside me is a talented team who makes every day just that bit better. We all celebrate each other’s success and lift each other up and I have learnt, and continue to learn, so much from them.
What do you find most challenging?
The most challenging part is trying to keep up with all the reading! There are so many books to read!
What would you say are the three most crucial skills needed to be a successful publicist?
Communication, adaptability and passion. A publicist needs to be able to communicate effectively, it’s the crux of the work, contacting media to convince them why this book is the best book (so far) and why it is worth sharing with their audience. Adaptability because no book or campaign is ever the same and no two media outlets are ever the same. Each book comes with their own target audience and each outlet has their own dedicated audience. It’s about ensuring you’re approaching each book in its own right and pitching to the media you think it suits best. Passion because no campaign can work if you’re not passionate about the work you’re doing and the books you’re pitching.
What excites you about working in publishing right now?
It's an exciting time to be in publishing. The industry is riding a wave of innovation, perseverance and success, and there is such a fresh focus on diversity, inclusion and representation in the stories we read. Technology-wise, we’ve crossed so many frontiers and are pushing many more boundaries with the way we consume books and the ways we share them with the world. There are so many stories to tell and I’m excited to play a role in getting these stories out into the world.
Where do you see the industry headed in the future? And do you see your role as needing to change or adapt?
The publishing industry has shown a strong resilience to change and has impressively adapted. No matter what the world throws at us, I believe books are fundamentally so important to our culture. Books will always find a way to come out on top of digital innovations, pandemics and more, and continue to inspire audiences around the world. Publicity and the media landscape have also changed and adapted to the digitisation of our world but all the publicists I know are an adaptable bunch and will continue to share our passion for our books and authors, be it through traditional media outlets or digitally, regardless of the challenges that arise.
What advice would you offer to someone looking to get started in your area of work?
So many want to enter the world of publishing (and why wouldn’t you? It’s brilliant!) but aren’t sure what aspect of the industry they’d like to enter or where they might excel. Figure out what your skills are and pursue that area as best as you can. There are so many facets to publishing – from editing, production, design, sales, marketing, publicity and more. Decide early and follow that path. Also, try to work in bookstores. You learn so much about the industry and gain skills that are invaluable once you enter publishing. For aspiring publicists, learn the Australian media landscape, network with as many people as you can and try to get as much experience as you can in public relations, whether that’s through study or work experience. Immerse yourself in the world of books and the world of media. It’s at this intersection where book publicists are born.