NY Public Relations
This week we heard from two employees of Razorfish about their jobs and how they coordinate between clients and media outlets. Razorfish does everything from web development and media planning to analytics and creative work.
The individuals we heard from were Charlotte Lederman and Isabelle Brenton. Lederman has experience in developing and implementing integrated marketing initiatives. Brenton is an associate director and US Lead of Media Relations at Razorfish.
Lederman and Brenton discussed the difficulty of working with people both in journalism and other public relations-type work. Both emphasized the importance of prioritizing based on readership. It’s important to focus on the differences between publications and the amount of readership they have. They said they get tons of requests for clients to do articles with small publications, and they do try to cater to some of them because the writers there may be at a giant publication someday. However, they still prioritize based on the number of readers and subject matter.
They also discussed the differences of working with a client that’s been on TV dozens of times and done hundreds of interviews versus someone who is completely new to the spotlight. There is a certain amount of prep required, and you have to cater to the client.
Another challenge to their line of work is building relationships with reporters at various publications and maintaining relationships with publications even after the reporter they know well leaves. Lederman said it’s important to immediately look for someone new at the outlet, so that you don’t lose that relationship.
Both say the job can be difficult, but Razorfish is a great place to work. “We’re lucky to work with great people. Our clients know what they’re talking about,” Brenton said.