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July 25, 2014

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YVETTE NOEL-SCHURE: Tales of a Super-Publicist

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By Karu F. Daniels, AOL Black Voices

Usher's former publicist Simone Smalls isn't the only media relations expert who's coming to the forefront; Beyonce's beloved spokesperson will do the same.

On June 16, Yvette Noel-Schure, the Senior Vice President of Media for Columbia Records will be the start subject when The African-American Public Relations Collective (AAPRC) presents 'A Conversation with Yvette Noel-Schure: How Music Publicists Help Artists Sizzle!."

Moderated by influential 'Associated Press' music reporter Nekesa Mumbi Moody, the public discussion will be held at the New York City headquarters of the National Academy of Recording Arts and Sciences.

The mission for the event will to talk about the components and challenges of successful publicity campaigns, promotional and concert tours and album launches for today's top recording artists.

And since being an industry publicist has been the glamour job for the past decade -- with the profession gaining increased popularity thanks to shows such as 'Sex & The City' and 'Entourage' and the antics of reps for tabloid-ready celebrities such as Paris Hilton, Britney Spears, Lindsey Lohan and Diddy -- this panel is just what the doctor ordered.

And Noel-Schure is a perfect representation of someone who has traversed today's publicity landscape -- being the image-maker for the iconic Beyonce and all.

A former editor for 'Black Beat' magazine, she has worked at the Sony record label for close to 15 years. From forgotten artists such as Puff Johnson and Kenny Lattimore to superstars like Mariah Carey and Ricky Martin, the Grenada native help engineer effective media strategies throughout the years. Her piece de resistance, though, was building a media profile for a then-unknown Destiny's Child -- the young, burgeoning quartet from Houston and helping them become international superstars.

Since then, Noel-Schure's tailor-made stamp is evident on proven artists such as John Legend and Kelly Rowland.

Music induistry publicity whiz Gwendolyn Quinn founded the AAPRC."I am excited and thoroughly honored to be a part of the AAPRC panel," she shared with The BV Newswire. "Gwendolyn Quinn has done such a tremendous job in making sure the community of public relation executives stay informed and stay connected. The Global Communicator has become a valuable information tool for us. When I was invited there was no saying no."

Quinn, a former executive for Mercury, Island, Capitol and Arista Records, respectively, is the founder of AAPRC, a national and international network of more than 1,000 communications professionals. Looking to fill the gap in the networking potential among black public relations and media specialists -- Quinn and fellow media specialist Marlynn Snyder discussed the idea of forming a listserv of African-Americans working in the communications field to fulfill that particular need.

"Since its inception in 2001, we have shared key and vital information regarding the public relations and communications industries, job leads and much more," she said. "We have become the resource and "go to" network in the public relations field."

The panel series is an extension of those efforts. "We are now branding the AAPRC with a series of mixers, panels and eventually the first annual AAPRC National Conference and Business Retreat," she added.

On May 19, she will officially kick off the series with a panel entitled "The Write Stuff: Public Relations for Book Publishing," featuring notable marketing professionals in the literary industry. The even will be held at he NARAS New York City headquarters.

"They are exemplary leaders in the communications industries and they personify brilliance and excellence," she said of the panelists, which will include Hilton Publishing's Tara Brown, Harper Collins' Gilda N. Squire, multicultural publicity expert Linda Duggins, and best-selling authoress Candace Sandy.

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