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PR PROfile: Annie Scranton, Pace Public Relations

Annie Scranton

President and Founder

Pace Public Relations (NYC and London)

Length of PR career (so far): Five years

Your most memorable campaign: Representing Jeff Ashton, the Prosecutor in the Casey Anthony case, and then securing him a book deal with Harper Collins. The book became a #3 bestseller on the NY Times best seller list.

Most poignant professional moment: Taking so many of my clients from a relatively unknown space into regulars on major national TV networks.

Favorite journalist to work with: There’s too many to name—I know so many of them personally from my time as a TV news producer and am friends with a lot of them.

Number of 2 a.m. calls from a client this month: None at 2 a.m., but several at 7 a.m. and copious amounts of emails!

Biggest complaint about social media: It’s constant. Sometimes I feel overwhelmed and need a break.

Best thing about working at your agency: The laid-back atmosphere. If you get the job done, that’s all I care about!

Last time you didn’t do any work all weekend: When my husband and I took a trip to Paris earlier this year.

Most misunderstood thing about PR: It’s not glamorous. If you’re thinking of Samantha Jones on “Sex & The City”—think again!

Most outrageous client request: One time a client asked me to set him up on a date with Marisa Tomei.

What got you interested in a PR career? The understanding that I knew I would be able to do a good job.

Most interesting thing about your job: Meeting so many different people.

Number of meetings you were in last week: 12

Your nightmare client in 3 words: Unrealistic; ungrateful; arrogant

Rate your math skills from 1-10: 8

Best advice to a PR student: Learn everything. You can’t really teach someone to be a great publicist. You have to know a lot about a lot of things.

Favorite way to de-stress: Sitting in the steam room at my gym.

The moment you realized PR is more fun than you thought it would be: I own my own company—so it became a lot more fun for me once I realized I could make up my own hours; work from home when I wanted to; and be my own boss.

Worst PR crisis in the news this year so far: The NFL nightmare

Brand that does the best PR/communications: Dove

Brand most in need of better PR: NFL

Favorite non-work hobby: spending time with family & friends

Last book you read: “South of Broad” by Pat Conroy. It was SO good.

Cocktail of choice: Extra dirty vodka martini with blue cheese stuffed olives

Favorite movie this year: “Boyhood”

Your first “real” job: An Assistant Account Executive at Lou Hammond & Associates—a boutique PR firm in NYC

Childhood “dream job”: To be Katie Couric and host the “Today” Show

Three people you’d love to invite to dinner: Bill Clinton; Hillary Clinton; Gloria Steinem

Your next big adventure: Probably Belize with a girlfriend in November!

Your ideal Saturday: Sleeping in; cooking a healthy, hearty breakfast for myself & my husband; having a nice long workout at the gym, followed by relaxation time in the sauna & hot tub; and then doing something fun at night—dinner & a movie or a Broadway show!

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