The main role of a Unit Publicist is to generate publicity around a production, and they generally begin work four weeks before the shooting dates. They work with producers to plan any and all press strategies for the film shoot. These strategies include the amount of information that is released, the times with which to release this information, and the amount of coverage. In this way, unit publicists work as a buffer between the media and the film production. They work within budgets set by producers, usually on freelance or contract basis for the duration of the shoot, sometimes until the film’s release date or even further.