QUESTIONS & ANSWERS: Susan Scarlet

She wanted to be a nun; her mom wanted her to go into PR. She's a

good girl who listened to her mother, and now she's the only person in

this photo holding a drink. Meet the Scarlet woman of PR: Susan Scarlet,

director of PR for 3 Ring Circus.



What is 3 Ring Circus? With roughly 45 employees in Los Angeles, we

partner with broadcasters, studios, and agencies to develop brand

identities and promotional content that extends our clients' brands. We

also have a feature film division. 3 Ring Circus has a highly creative

environment, and each of us has a circus title. (I'm the Aerial

Acrobat.)



What do you do? Toggle between writing, placing media, guiding

interviews, negotiating ad space, developing marketing materials,

conference logistics, event planning, speaking engagements, and working

with publishers to showcase our creative work. (Sheesh... is that all? -

Ed.)



How did you get into PR? Strangely enough, my mother always wanted me to

go into PR even before I was a "no-pref" major at Michigan State. And

the thought bored me to tears. (She also wanted me to be a country

singer at age 12....) So with a BA in advertising, background in

casting, agenting, and eventual segue into studio publicity while with

an Australian television network, the opportunity came when a colleague

at NBC recommended me for a position with a PR firm focused on the

international television market.



What was your best stunt? When I captured one of Heidi Fleiss' girls for

a story at Seven Network Australia. Those stories go on and on. They

gave me leeway - they're Australians!



What time do you get up? 6:35am. It gives me enough time to run my dog

up to the dog park, get a two-pump soy mocha at Starbucks, and see my

Canyon friends.



What invention would make your job easier? An A1 caliber assistant who

could conjure up the best media, restaurant, and spa lists ever...and

laugh at my silly humor and the on-occasion intolerance for

ineptness.



Write the headline for the story you would most like to read in PRWeek

"In Most Humanitarian Turn In Decades, Philip Morris Offers dollars 1M

compensation to Individual Family Members of Passing Smokers" (Which

cheese will take up the slack?)



Name one thing about your past people would be surprised to learn



I wanted to be a nun. And I was a young talent and beauty queen who was

deathly scared of interviews. Gosh, that sounds awful doesn't it?



Which historical figure would you most like to represent?



The first Dalai Lama. Or Jesus Christ. (Read ex-journalist Lee Strobel's

books - you'll see why).



What is the secret of your success? Perpetual optimism; always look

forward, never back; don't get even, get ahead; stay cool;

problem-solve; know your strengths; and love what you do. And an

occasional glass of really good wine.



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