Interview: Laura Brounstein

Laura Brounstein's resume lists a full gamut of media jobs, ranging from a stint as a producer for the Today show to her time as a PR director for Seventeen magazine, and, most recently, as the entertainment director of Self magazine, which introduced a new, celebrity-driven front-of-the-book page, "Stars get Selfy," in the October issue.

Laura Brounstein's resume lists a full gamut of media jobs, ranging from a stint as a producer for the Today show to her time as a PR director for Seventeen magazine, and, most recently, as the entertainment director of Self magazine, which introduced a new, celebrity-driven front-of-the-book page, “Stars get Selfy,” in the October issue.

PRWeek: How has Self changed the way it covers celebrity culture over the last few years?

Laura Brounstein: I think that the culture has changed over the last couple years. There used to be more of a culture that it was cool to brag... that Hollywood was more interested in how much partying was going on.

And I think in the last several years, people got... more interest[ed] in taking good care of themselves... their planet, and, of course, looking good while doing so... That is so in line with Self's philosophy... that it really has kind of made sense to cover the world of entertainment and celebrity... even more than we did before, and in other ways.

PRWeek: How has your relationship with publicists changed, especially as the celebrity culture has changed?

Brounstein: I think it's gotten more collaborative. We've both realized that the more closely [we work] together, the more... creative and impactful stories we can create... Jennifer Lopez was on our September cover as our most inspiring woman of 2008 and her publicist and I worked really closely together. We did a blog on our Web site... about her training. [Lopez] gave us quotes, video, and pictures for it, and we got [an] incredible response.

PRWeek: How important is it for Self editorial staffers to be promotional in their everyday lives, to be part of the magazine's brand?

Brounstein: Again, a natural fit. I think that a lot of the people who work here... are... interested in being healthy and happy.

PRWeek: For a magazine that promotes women's health and well-being, how does your celebrity coverage differ from other magazines and sites?

Brounstein: It certainly differs from a tabloid because we are working collaboratively with the celebrity and his or her team... The melding of celebrity and fashion has become more of a factor and has become something we've done more with.

I think that we kind of want women to realize that you can be glamorous and fashionable and sexy, and healthy and thinking about the environment.

Name: Laura Brounstein

Title: Entertainment director

Outlet: Self magazine

Preferred contact method: laura_brounstein@condenast.com

Web site: www.self.com

 

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