Burned out from corporate culture, Tamaryn Tobian started Spectacle Creative Media in 2011. At that time, she knew that she wanted to use her creative talents and knowledge of public relations, advertising, and marketing to serve an emerging independent film industry in Michigan. Tobian graduated college as Facebook was going to market and before Twitter hatched. After making the decision to leave her big-box corporate advertising and marketing job, she started picking up more freelance and PR clients.
Tobian wanted to work with content creators, and she knew that if she was going to work in PR, then she was going to do it on her terms. It was important to her to create a healthy work/life balance that allows her to take on projects and clients that she was truly passionate about while also creating an in which she and others can grow and thrive.
Today, Spectacle Creative Media has become a known PR and brand strategy firm in Grand Rapids. They help filmmakers, distributors, entertainment & tech companies, authors, publishers, small businesses, and nonprofits discover their spark. The team at Spectacle is made up of storytellers, dreamers, strategy makers, and action takers. They include:
Tamaryn Tobian—Owner, Publicist & Brand Strategist
Kellen Parker—Graphic Designer & Web Developer
Jade Villanueva—Associate Publicist
Emily Oldenkamp—Associate Publicist
Spectacle Creative Media offers a variety of services including unit publicity for films, film distribution publicity, media training workshops, traditional public relations and advertising solutions. Spectacle has worked with a range of clients including, the upcoming faith-based film, God Bless the Broken Road, Joel Potrykus’ 2014 SXSW world premiere film, BUZZARD, Chicago nonprofit WomenOnCall, CineScout, SetHero, Stage32, Joseph Scott Anthony, Ralph Lister, Sheri Beth Dusek, and more. Tobian is also helping to organize the Grand Rapids Film Society, whose mission it is to create a thriving film culture around independent, documentary and world cinema in Grand Rapids.
We asked Tobian what advice she has for students starting out in the PR field, “I think it’s important for students to be versed in many of content creation. The days of just issuing a press release are over,” she says. “A fresh face in PR should know how to write—extremely well and creatively—add copy writing and creative writing to your class load. And if you have room, photography, video editing or design class (or two). PR is ever-changing, and as visual content continues to grow in importance, it’s important to be well rounded and know how to style online content and have an eye for design. Being multi-skilled, especially in a small firm, is required. But most importantly, be willing to keep learning. As media and business models at outlets continue to shift, even seasoned pros are having to hone up on new skill sets.
We also asked Tobian what she looks for in potential employees and interns. “I look for people who aren’t afraid of jumping in—those who embrace hard work and who are excited with no two days being the same. One week our team may be on a film set, another we may be with a client at a film festival and still another we may be updating boring spreadsheets—you have to be excited about all of it,” says Tobian.