Sarah Sloan - BET Public Relations and Communications Volunteer at BET's "Zatima" Season Four Premiere (Attending Cultural Celebration: 2pts)

In the fall of 2024, I had the incredible opportunity to support the communications and public relations team at BET during the season four premiere of Zatima at Silverspot Cinema in Atlanta, GA. The event brought together talent, executives, press, and fans for a celebration of creativity and culture, and for me, it became a defining moment in understanding the power and pace of corporate entertainment PR.

Working behind the scenes on such a high-profile event revealed how much precision and strategy go into curating the magic that audiences see on the red carpet. From coordinating press check-ins to managing talent arrivals and ensuring that each interview flowed seamlessly, I observed how communication professionals operate as the connective tissue between artistry and audience.

This experience expanded my perspective on the entertainment industry as a whole. Public relations, I learned, is far more than media placements and talking points, it’s about shaping perception, cultivating relationships, and translating a brand’s vision into memorable experiences. As a continuation of my internship in the social media department, watching the team navigate the fast-moving dynamics of live coverage, talent relations, and media engagement showed me what it means to balance creativity with control, and storytelling with structure.

Supporting the Zatima premiere was a turning point in my professional development. It affirmed my interest in corporate entertainment PR and helped me envision a career that blends my passion for storytelling with my skills in communication and relationship-building.

Being part of such a dynamic environment taught me to remain calm under pressure, think quickly, and anticipate needs before they arise, qualities essential for success in the field. I also learned the value of adaptability and grace, especially when representing a brand as influential as BET. This experience strengthened my confidence, showing me that I thrive in fast-paced, collaborative settings where every detail contributes to a larger narrative.

What I learned from the Zatima premiere extends far beyond that one night on the red carpet. It taught me how meaningful public relations work can be when driven by authenticity and cultural understanding. As I continue to grow in my career, I plan to carry these lessons forward, approaching each opportunity with intentionality, professionalism, and a commitment to excellence.

I left the event with a renewed sense of purpose and clarity, confident in knowing that I want to help shape the stories that move people, represent brands that celebrate culture, and create moments that inspire connection.

By Sarah J. Sloan