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article imageInterview with one of Hollywood's most powerful publicists Special

By Markos Papadatos     Jan 22, 2014 in Entertainment
Los Angeles - Liza Anderson is one of Hollywood's most powerful celebrity publicists, public relations expert, as well as founder and president of Anderson Group Public Relations, an international PR firm based in Hollywood, California.
It opened its doors several years ago and has grown exponentially, becoming one of the most respected and sought-after public relations firms in the entertainment industry.
She shares her office with over 20 account executives that are working closely with her, in an effort to give her clients the best representation possible.
She represents a wide array of clients, including such superstars as Eva Longoria, Terry Crews, Jerry Ferrara, Nia Long, Michael Emerson, Wladimir Klitschko, Neil Strauss, Keegan Allen, Jonathan Goldsmith "The Most Interesting Man in the World," among many others.
Her roster consists of actors, musicians, medical experts, athletes, best-selling authors, chefs, designers, beauty brands, stylists, clothing lines, consumer brands, as well as corporate representatives. "I am proud to represent all of my clients. I love them all," she said. "The diversity is really great. Everybody that we work with and everybody that we sign is really accomplished in their fields."
The PR queen added, "I like to be pushed outside of the comfort zone, and I want to keep things fresh and different. People get complacent when they do the same things over and over again."
Anderson Group Public Relations continues to add new talent to their roster and they continue to execute successful PR campaigns.
She is drawn to the PR industry since every day is different. "You never know what to expect on a daily basis. The job is constantly changing since you get new clients and it is never boring. It is always challenging, and it is always evolving," she said. "When you pitch clients to the media, you are constantly trying to sell and get the attention of key journalists."
Anderson noted that the key to a good press release is to keep it very informative, concise and to grab people instantly. "I always try to think of creative ways to formulate what they are trying to say and that way reporters and TV producers can remember our pitches," she said. "If you are not capturing the attention of the proper people, you are not doing your job! You really want to be as aggressive and progressive as possible with everything."
Particularly impressive about Ms. Anderson is that she really enjoys helping celebrities in crisis management, which includes celebrity DUIs, political scandals, leaked photos, divorces, among other areas. "I thrive off of crisis PR. It is one of my areas of expertise," she acknowledged. "I find it very fast-paced, and I am proponent of being as prepared for any situation possible. It’s essential to have a great relationship with not only your clients, but also the people you need to constantly deal with. You want it to be based on trust."
Anderson underscored that it is essential to have an amazing group of people to work with, and it is safe to say that she has accomplished that with her team of ever growing publicists. In addition, it is important for her and her colleagues to maintain a balance with their personal and professional lives.
She has an affection for animals, especially dogs. "People walk into our office and think it's a pound or a dog-walking office, since there are about five or six dogs that greet you. We have about 25 people working in the office, so the ratio of dogs to staff is getting bigger and bigger every day," she said with a sweet laugh. "It's a very friendly atmosphere, and people that walk into our office are greeted by the dogs that add to our warm and welcoming environment."
For Ms. Anderson, success is defined as the pursuit of happiness on a daily basis. "It's 150% on all ends and you can go home at night and put your head on a pillow and say that today worked," she said.
For more information on the Anderson Group Public Relations, visit their official website.
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