Questions & Answers - Lara Shriftman. She's a chameleon. She handwrites 'Thank You' letters all the time. Meet Lara Shriftman. But whatever you do, don't mention New York magazine

Describe the company you work for. Harrison & Shriftman is a publicity, special events and marketing company that builds brands in the fashion, film, publishing and entertainment industries by providing clients with original ideas and personal attention. We have 25 staff in New York and five in LA.

Describe the company you work for. Harrison & Shriftman is a publicity, special events and marketing company that builds brands in the fashion, film, publishing and entertainment industries by providing clients with original ideas and personal attention. We have 25 staff in New York and five in LA.

Describe the company you work for. Harrison & Shriftman is a publicity, special events and marketing company that builds brands in the fashion, film, publishing and entertainment industries by providing clients with original ideas and personal attention. We have 25 staff in New York and five in LA.



What do you do there? Everything - from coming up with new business ideas, getting celebrities involved, talking to clients and making sure everyone's enjoying themselves at our events.

What will be the next big thing to hit PR and why? An instant cure for jet lag. Constantly flying between our offices in New York and LA and then our clients in Europe begins to take its toll.



Who will be the PR industry's next big hero, and why? In relation to fashion and lifestyle PR, the next Wanda McDaniel. She began the trend of celebrity dressing 15 years ago for Giorgio Armani, which started a new movement in fashion PR as all press asks a celebrity when they are walking down the red carpet which designer they are wearing. This has now translated into celebrities becoming image-makers and trendsetters, often replacing models on the front covers of fashion magazines.



Tell us something interesting about your agency. What sets our company apart is that we handle retainer clients, project clients and events from beginning to end including production, design, getting the right people there, getting celebrities there and then getting media on the event.

In addition we also do long-term strategy planning for our clients. Our business centers on our incredibly targeted database of over 10,000 contacts amongst the media, social figures and celebrities.



How did you get where you are today? By taking baby steps and through hard work, determination and never compromising our company's position.



What would you like to change about the PR industry? Seeing the same idea repeated over and over in slightly different ways.



What was your proudest moment? Having both the LA and New York offices function without my partner or myself.



What was your most embarrassing moment? Being on the cover of New York magazine with a story that portrayed me as a character from Clueless that didn't work.



What would you do if you didn't do what you do? Magazine editor or creative consultant for the fashion and/or luxury companies.



What will you do when you retire? Probably the same thing but for charities.



What is your best ability? Being able to talk to anyone in any circumstance - being a chameleon.



What's your motto? Pay attention to detail.



What's the secret of your success? Great friends who support me.



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