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.
(more)

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,
Susan Reynolds and Frank
Sinatra
Photo: Susan Reynolds

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

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

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

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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