"Sweet Smell of Success"

It is not always easy identifying what specific factor contributes to giving a certain profession a bad reputation. More often than not, it is usually the culmination of a number of factors that ultimately tip the scale against how the public perceives a particular line of work. One easy example in today's climate are politicians. Generally, those in elected positions are viewed as putting their own interests ahead of those of the people they represent, including doing and saying most anything to maintain their position of power and visibility. Is this unfair? Of course. Does such an image literally apply to everyone elected to public office? Thankfully, no way. Still, there remains a strong element of truth to these negative images that are fueled by the actions of many in those positions influence.      


Another example of such a reality pertains to those who work as press agents. These men and women are also seen as professionals with few scruples and who are willing to take liberties with what is true to promote the notoriety of those they represent. A major nail in the reputation was driven in the form of a 1957 film classic called "Sweet Smell of Success." Co-authored by Clifford Odets and Ernest Lehman, this story revolves around the efforts of an unscrupulous press agent willing to betray most anyone in order to have his clients mentioned in the column of New York City's most powerful columnist. The agent is portrayed by Tony Curtis and the columnist by Burt Lancaster. Both give impressive portrayals of characters driven by ambition and self interest.


As depicted in the film, press agents could not be viewed any more negatively. For those with designs of one day representing clients who are rich and famous - and I meet some in communication classes I teach every semester - "Sweet Smell of Success" should be required viewing. The primary lesson , of course, is how a press agent should not behave. There is nothing wrong with representing one whose career success is based in large part to how much publicity they receive. The problem comes in how one strives to make that happen. Do they lie, deceive and manipulate others? Or do they perform their duties in an open and transparent fashion? The choice is clear. For communicators working as press agents, it needs to remain so.