Big events where PR pros accompany clients can be really stressful. Sometimes, the pressure can have an adverse effect on one’s mood.
That seems to be what happened to ID PR’s Bryna Rifkin, a publicist for stars including Jennifer Lawrence, Julia Louis-Dreyfuss, and Michelle Rodriguez, among others, at this year’s Toronto Film Festival. As she accompanied Oscar winner Marion Cotillard down the red carpet, French-Canadian reporter Catherine Beauchamp asked for a quick interview with the actress.
Rifkin shut the reporter down with a heaping helping of condescension, and it was all caught on video:
When Beauchamp says she was told she could ask one question, Rifkin replies: “Nobody told you that. Either way, I’m saying no.”
[RELATED: Find out about our November event that has instruction for your entire communications team.]
Rifkin’s rudeness has made her the center of the story. Business Insider
called her smirk near the end of the video “cringe-worthy” and Defamer
commented, “Let’s hope this behavior doesn’t continue.”
Reporters can seem like pests sometimes, but they’ve got cameras and recording equipment. If you swat one away, odds are you’ll see or hear a recording of it somewhere online soon after.
Instead, as the song goes, “try a little tenderness.”