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 succeedPublicist and artist conquers the impossible without stutterThe stillness of air nauseated Susan Reynolds. She gaped at Frank Sinatra, and the question of whether her ears had mistaken her filled the space between Sinatra and herself. Sinatras expecting face validated that she was not mistaken. Susans heart beat faster as she turned to call Barbara Walters to cancel Sinatras interview, scheduled to begin the next day. The legendary musician and actor gave Susan the task of relaying the message. Susan could not say no. As she stepped behind her desk, Susan remembered her first day of work in her fathers public relations firm. Susan recalled that nothing is impossible, and this lesson inspired her to call Walters and cancel Sinatras interview. Susans audacity helped her to. Susans audacity helped her to earn her boss trust and respect as well as her credibility.Susan is grateful the position in her fathers office that led her to where she is today. Photo credit: Susan Reynolds

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Spector, Publicist, p.2Sixteen 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 faced endless tasks labeled as impossible, however, she had 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 shineSusan Reynolds, 32, walked out of the blazing Los Angeles sun and into fathers public relations firm. In the middle of 1977, 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. 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

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.her (more)Spector, Publicist, p.3Impressed 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.Susan Reynolds and Frank Sinatra demonstrate their appreciation of each other.Photo: Susan Reynolds

No no for Mr. SThe 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 the hard way when she was confronted with Sinatras vexatious distaste for interviews. There isnt any saying no to Mr. S.-Dorothy Uhlemann

(more)Spector, Publicist, p.4Barbara 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. (more)

Spector, Publicist, p. 5Duty callsInstances 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 boss 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.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

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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