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Publicists are responsible for obtaining positive attention and name recognition for their clients. They achieve this by developing a publicity plan that may incorporate a variety of methods—press kits, news releases, photographs, personal appearances, and promotions. Using their many contacts and media savvy, publicists can turn a new restaurant or club into the latest hotspot, or reverse the fading career of a former A-list actor. Publicists may also be called to perform damage control—sometimes spinning a negative incident into a positive one, or at the very least, making a story less harmful to the client's reputation. A publicist's talents can be applied to many industries. The following paragraphs detail the many career options available to publicists.