NEW YORK: New York Magazine has exposed the bitchiness and questionable tactics of the city's hottest publicity agents - but most of the 'perky, pretty publicity pack' are confident the feature will prove a career boost.
Writer Vanessa Grigoriadis spent two months researching the piece, which focuses on seven women who work in consumer and entertainment PR. They all own their own agencies, are young and earn as much as $1 million a year.
The article largely portrayed the young, beautiful PRs as party-going, boyfriend-stealing debutantes.
It also examined how the seven women and their clients have delivered free mobile phones to key journalists, lent them Mercedes and presented free facials, all in a bid to influence editorial.
New York features editor Maer Roshan said the piece was commissioned partly to find out why all their invitations came from a small group of women publicists.
Roshan said: 'These young people are doing PR in a similar way with a certain ethos that is best described as, 'Clueless meets Sex in the City.' They are celebrity-oriented, they take care of journalists and as one editor said, 'They seduce you."
Those featured include Lara Shriftman and partner Elizabeth Harrison who represent luxury lifestyle products; Lizzie Grubman who specializes in nightlife; Ally b. and Jennifer Posner whose company PB&J represents Tommy Hilfiger; and Lauren London and Shari Misher of London Misher PR.
The piece appears to have aided their careers with E! Entertainment, Vanity Fair and Dateline all said to be interested in following up the story. There is also talk of a movie deal about the celebrity-filled lives of this tight knit group of rivals.
Jennifer Posner, partner in PB&J, said the piece helped to raise the profile of the profession: 'People are intrigued by what we do. There is a lot of work, it is not just going to parties. That New York Magazine has acknowledged us is a big step for publicists.'
Lizzy Grubman, agrees and said the article could help to generate more exposure for her clients. She added: 'I am not a good publicist for myself. But the PR is very valuable.'
The piece has, however disappointed two of the PRs involved. London Misher PR issued a statement saying: 'In the last two years we've built up a serious business with a broad range of clients. In participating in the piece it was our hope that our profile would come across.'.