SEO: Susan Reynolds realizes no can never be the answer When a young Susan Reynolds went to work for her father in his public relations firm,

she did not expect to discover her gift for publicity. She quickly learned that with her gift

came a lifelong challenge: there is no such thing as no in the public relations field.

Susan Reynolds learns there is always a way to succeed Publicist and artist conquers the impossible without a stutter

The stillness of air nauseated Susan Reynolds. She gaped at Frank Sinatra, and the

question of whether her ears had mistaken her hung between Sinatra and herself.

Sinatras expecting face validated that she was not

mistaken. Susans heart beat faster as she turned to call

Barbara Walters Sinatras interview, scheduled to begin the

next day. The legendary musician and actor gave Susan the

task of relaying the message. There was no saying no. As

she stepped behind her desk, Susan remembered her first

day of work in her fathers public relations firm. Susan

recalled there is no such thing as impossible, and this

lesson inspired her to call Walters and cancel Sinatras

interview. Susans audacity helped her to earn her bosss

trust and respect as well as her credibility.

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Susan is grateful the position in her fathers office that led her to where she is today. Photo: Susan Reynolds

A. Spector, A#3: Publicist, p.2

Sixteen years after working as Sinatras publicist, Susan Reynolds, 68, feels the

lesson she learned while in the public relations field remains etched into her character.

Reynolds was faced with endless tasks labeled as impossible, however, she was forced to

find a way to make them possible. She learned to embrace this challenge in her career

and within her lifestyle. Working as Frank Sinatras publicist helped Susan Reynolds

realize that nothing is impossible and that it is never necessary to say no.

Rise and shine

Susan Reynolds, 32, walked out of the blazing Los Angeles sun and into her

fathers public relations firm. It was 1977 and

Susan was recently divorced, had a five-year-old

son attached to her hip, and needed a job.

Unsure of her capabilities, she began her work

opening mail and typing addresses on envelopes.

Susan soon became involved in the firm

and gained more responsibility, as her efforts

appeared beneficial and successful. She edited

letters and memos until her father invited her to

directly help with clients, one of whom was

Frank Sinatra. Susan became a valuable asset to

Sinatras account.

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Meet Susan Hometown: New Hyde Park, NY Alma Mater: University of Cincinnati Hobbies: Art (painting), reading, going to Broadway shows Favorite thing about California: The weather, friends and family Occupation: Retired Children: Son, Jonah

A. Spector, A#3: Publicist, p.3

Impressed with her work, Sinatra became comfortable

with Susan. When she left her fathers firm to work at Burson

Marsteller Public Relations, she took Sinatra as a client upon

his request. One year later, Susan took an office at her

brothers marketing firm to be the exclusive publicist for

Frank Sinatra, making him her sole client.

One of my advantages was that I didnt grow up a

fan, Susan remarked. I wasnt caught up in the starlight,

which made it easier for me to get my job done. He liked

that.

No no for Mr. S

The first time I had to meet with Mr. Sinatra on my own, I was a nervous

wreck, Susan recalls. I couldnt be. I had to just do it, and I had to be precise.

Soon after accepting Sinatra as her sole client, Susan learned that he relied on her

to accomplish every challenge or task he bestowed on her. Dorothy Uhlemann, Frank

Sinatras executive assistant and Susans mentor, often said,

We just have to get it done for the boss. There isnt any

saying no to Mr. S. Susan learned this the hard way when

she was confronted with Sinatras vexatious distaste for

interviews.

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There isnt any saying no to Mr. S. -Dorothy Uhlemann

Susan Reynolds and Frank Sinatra Photo: Susan Reynolds

A. Spector, A#3: Publicist, p.4

Barbara Walters, the host of a top-rated ABC Network television show, had been

urging Sinatra to complete an interview for years, Susan remembered. Sinatra finally

agreed to complete the interview during his time in New York for concert engagements at

the Radio City Music Hall. Sinatra, Walters and a specially selected crew were scheduled

to meet following the final concert. Sinatras reluctance toward interviews made his

acceptance to Walters momentous. Susan had been in touch with Walters and her staff for

numerous weeks, plotting out details so there would be no wasted time.

The day before the interview, Sinatra called Susan into his dressing room before

he walked onstage at his final concert. Sinatra looked Susan directly in her eyes and told

her to call Barbara Walters and cancel the interview.

It didnt really matter to me why he wouldnt be available, Susan said. I

questioned him no longer, which I know is a reason we got along.

Susan dreaded the phone call. She knew that Walters, the most prominent

interviewer of her time, had flown in a special set crew from California in addition to a

copious amount of other planning. Walters had done research, prepared questions and

was the most prepared interviewer Sinatra had come close to interacting with. Susan took

a deep breath and thought, time to be an adult.

Barbara, I am so sorry, but Mr. Sinatra is not going to be available for

tomorrows interview, Susan said, her voice shaky. She could sense the disappointment

and frustration in Walters, but knew that her task was completed: Sinatra was satisfied.

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A. Spector, A#3: Publicist, p. 5

Duty calls

Instances similar to the Barbara Walters interview created a work ethic in Susan

that drove her to explore every option in a scenario that would lead to her bosss pleasure.

The work ethic was not created out of

fright, Susan chuckled. I knew that I had to learn

to explore other options to get overage for my client

since he refused to do interviews.

For Susan, success came with the work ethic

and realization that being in public relations is a job.

Susan remembers her colleagues often getting absorbed into Hollywood.

They didnt last very long, Susan recalls. Ultimately the lesson to be learned is

that you can never say no. If I had argued with Sinatra about the Walters interview, I

would have lost his respect and trust.

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Ultimately the lesson to be learned is that you can never say no. If I had argued with Sinatra about the Walters interview, I would have lost his respect and trust. -Susan Reynolds