Publicists (ICG Local 600)

Overview

Entertainment publicists first formed a union in 1937 as the Screen Publicists Guild, which later became the Publicists Guild (IATSE Local 818). In 2002, Local 818 merged into the International Cinematographers Guild (ICG), IATSE Local 600, which represents approximately 9,000 members including directors of photography, camera operators, camera assistants, still photographers, digital imaging technicians, video controllers, and publicists. If you are producing a film under an IATSE agreement and need a unit publicist, the rates and classifications below apply.

The publicists branch within Local 600 covers the publicity professionals who manage media coverage, press access, and public communications for film and television productions from principal photography through release. The unit publicist is the primary on-set publicity role, working throughout production to generate the raw material (behind-the-scenes content, production notes, set visits, cast interviews) that feeds the marketing campaign.

Current Wage Rates (2025-2026)

The publicists branch operates under the 2024-2027 IATSE Basic Agreement. The following studio minimum wage rates are effective August 3, 2025 through August 1, 2026:

Minimum call is 7 hours for daily hires and 8 hours for weekly hires. The full rate card is available at icg600.com/rates. For low-budget theatrical agreements, publicist rates range from $34.42 to $47.65 per hour depending on the budget tier, as outlined in the LBTA 2026 Rate Card.

Membership and Eligibility

Local 600 publicists must meet the same general IATSE Local 600 membership requirements. The standard path requires proof of at least 100 paid days of work in the publicist classification over a three-year period, with documentation including callsheets, paystubs, and deal memos. The initiation fee for Local 600 is not publicly listed on the guild's website but is reported to be at least $5,000 based on industry sources. Dues are calculated at 2.5 times the member's hourly wage and are payable monthly.

The publicists branch also requires portfolio submissions for new applicants, including written material from at least three projects demonstrating the ability to create a complete press kit: a start-of-production press release, full production notes, and biographies of cast and filmmakers.

Unit Publicist Role

The unit publicist sits at the intersection of the production and the outside world. During filming, they are the primary point of contact for journalists seeking access to the production and for photographers and videographers creating electronic press kit (EPK) content. They manage the tension between production security (protecting plot details, casting surprises, and visual effects that should not be revealed before release) and the publicity needs of generating advance media coverage that drives audience awareness.

Experienced unit publicists have extensive media relationships built over careers on major productions. These relationships are commercially valuable: a publicist who can call in editorial favors with major entertainment journalists, secure cover placements for talent, and generate sustained press coverage across the trajectory from production through release creates real commercial value for the film.

Studio Publicity

Beyond unit publicity, Local 600 publicists include studio publicists who work within studio and distributor marketing departments on the campaign for individual films. Studio publicists manage the media relationships and press activities during the marketing campaign period leading to release, coordinating with the unit publicist's set-based work to create a continuous publicity narrative from production announcement through opening weekend.

The annual ICG Publicists Awards Luncheon, held since 1964 and attended by approximately 800 publicists, press, and industry leaders, recognizes excellence in publicity campaigns, career achievement, and community service. Awards include the Maxwell Weinberg Awards for Television and Motion Picture Publicity Campaigns, the Les Mason Award for Career Achievement, and the Publicist of the Year award.

What Filmmakers Should Know

For independent productions, the unit publicist is a cost that is sometimes cut from tight budgets. This decision typically limits press coverage and reduces the film's visibility during production. The behind-the-scenes content, production notes, and media relationships built by a professional unit publicist create the raw material for the marketing campaign that follows completion. At the Sr. Publicist On Call rate of $3,396.85 per week, a 6-week shoot adds approximately $20,381 to the budget in publicity labor alone.

For productions accessing the press junket model (where journalists are brought to screenings and given cast interviews at a central location before release), the publicist coordinates the logistics and manages media relationships that determine which journalists attend and what coverage results.

For non-union productions, Local 600 publicists cannot work on your set unless you sign a signatory agreement. The Low Budget Theatrical Agreement offers reduced rates for productions with smaller budgets, making union publicist coverage accessible at lower budget tiers.

See Also

For the marketing and distribution context in which publicists work, see Distribution Deals Explained. For the broader IATSE structure, see IATSE in this directory. For help calculating your total production budget including publicity costs, use the Indie Film Budget Calculator. For the official publicists rate card, see ICG Local 600 Rates.