PR pros play fame game in screen depictions

NEW YORK — In Entourage, which aired on HBO until 2011 and is cavorting its way into theaters June 3, she was the movie star's "West Coast mother."

We're talking about Debi Mazar, who returns as blunt, brutally outspoken publicist Shauna Roberts, the hired protector of movie star Vincent Chase ( Adrian Grenier). She's part emotional bodyguard, part reputation minder, part damage controller.

In this age of headlines going global because of social media, a watchdog is a must-have.

"Publicists are instrumental in this climate. Words are twisted. Everything is salacious. There's very little journalistic integrity," says Mazar. "Mostly, people are looking for a hook. That's a normal thing, but things get twisted. That's happened to me before."

But the publicists you see in movies and on TV generally don't reflect the reality of the job. Yes, they get to meet many A-listers. But they also stuff goody bags and deal with late-night emergencies.

There's crisis ace Olivia Pope (Kerry Washington) on Scandal, who ended Season 4 reunited with her love, the president of the United States.

And there's kooky Bridget Jones, played by Renee Zellweger in 2001 and 2004 films, who types out sexy texts to her boss (Hugh Grant) while toiling away as a book publicist.

There's ubiquitous Sex and the City's Samantha Jones (Kim Cattrall), who uses her copious communication skills to kick-start the career of her boyfriend Jerry Jerrod, changing his name to Smith Jerrod and having him appear naked in a vodka ad in Times Square.

And in the 2008 filmHancock, a kindly PR consultant (Jason Bateman) sets out to clean up the foul image of the misunderstood vigilante played by Will Smith. First order of business: Get him a proper superhero costume.

In reality, says Aliza Licht, who heads up public relations for DKNY and wrote the book Leave Your Mark: Land Your Dream Job. Kill It in Your Career. Rock Social Media, you see the glam, not the grit.

"Publicists are never shown actually doing the real job of PR. You'll never see them at a desk, in meetings, making a presentation or negotiating press coverage. They're shown as an accessory to their client," she says.

Jaime Maser, who reps luxe skin-care brand La Prairie, goes one further. Take the clutches most often carried by Samantha Jones. Rubbish, says Maser.

"You need your laptop, umbrella, chargers, backup chargers, clipboards, your makeup kit, product samples, a water bottle, snacks, change of shoes, possibly a change of outfit," she says.

As for sleeping with either clients or bosses, as Bridget and Samantha did? "Bedroom trysts-to-boardroom meetings? A no in the PR pro book," says Maser.

In fiction, as in real life, it's all about knowing what your client wants, and not making false promises that a C-lister will wind up on the cover of Vogue.

"I don't care about going to parties or getting gift bags. I need someone to help get the right press and navigate where I should be going," says Mazar.

Being a publicist has its perks, including tons of free swag. In some cases, publicists and clients become close friends: Emma Stone played matchmaker, introducing Holly Shakoor-Fleischer to her husband Ruben (who directed Stone in Gangster Squad) and officiating at their 2012 wedding.

Jessica Simpson was a bridesmaid at her publicist Lauren Auslander's 2013 nuptials in Newport, R.I.

But no matter how tight the relationship between them, it's a job.

"When something gets misquoted, or the story isn't what they want, you're the worst person in the world to the client. You can be running an entire office, and that night, holding a celebrity's handbag. You have to have a thick skin," says New York PR guru Alison Brod, who works with celebs such as Drew Barrymore and Sofia Vergara.

"I get access to a lot. I work really hard to get that access," she says, referring to her relationships with CEOs and celebrities.

Publicists control who gets to talk to their clients. Which events that stars attend. How many interviews they do while promoting films or albums or TV shows. On red carpets, they're policing the press line, fluffing dresses, making sure there are no sweat stains, and even holding gum when a client spits it out. They address rumors of romances, rehabs and pink slips.

That's why it's not a profession for the delicate or easily dissuaded. And it's why Mazar's Shauna represents a very real, if dramatized, depiction of the profession.

"She's very true. She's based on people I've worked with in the past. I've dealt with lots of them. They'll kill for their clients and they need to. They can certainly help people get things out the proper way. They're as powerful as their biggest clients," says Doug Ellin, who wrote and directed the Entourage movie and created the series.

And when you read that someone like Angelina Jolie has no publicist, that's not entirely true. She doesn't have a PR agency working on her behalf, but certainly has someone behind the scenes.

"A-list celebrities cultivate relationships with the media. Everyone does," says Brod. "They have managers or agents to help them navigate through it."

In the case of Barrymore, she entrusts most of her day-to-day commitments to one of her longtime business partners, Chris Miller, who works with her at Flower Films, her production company.

"We tackle things head on, without middlemen. We want to stay silly and personal and grounded. We don't think we need hyperbole and protection," says Barrymore. "We work for things rather than guard ourselves against everything. We're good and happy doing it ourselves."