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
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? -
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
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
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.