“In other words, there is an enormous opportunity to create a highly impressive paper trail of accomplishments.”

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Jeffrey Sussman is president of Jeffrey Sussman, Inc. a marketing public relations firm in New York City. Jeffrey Sussman is the author of ten non-fiction books, two novels, dozens of short stories, book reviews, and numerous articles on a wide variety of topics. In addition, he wrote and produced two television series. He taught marketing and promotion courses for 12 years at the New School for Social Research in New York City. His biography has been written in “Who’s Who” since 1997.

Jeffrey Sussman Inc focuses on small and mid-size businesses as well as on individual entrepreneurs. It uses a variety of tactics in public relations, marketing, and general business advice to help clients reach their goals.

MO: You founded your firm in 1988. How much as the PR and marketing landscape changed since you first launched over 2 decades ago?

Jeffrey: Since I first I started my company, I have been increasingly using the Internet to market and promote my clients. Because so much material can be archived in the major search engines, clients have a substantial opportunity to not only reach a world-wide audience, but also to have a history on the web. In other words, there is an enormous opportunity to create a highly impressive paper trail of accomplishments.

MO: While still in college you worked part-time as a secretary to Nobel Prize winning author Isaac Bashevis Singer. Did you gain any valuable insights while working for someone so notable?

Jeffrey: He used to ask people many personal questions. He was gentle, kind, and humorous in his approach so he never offended people, yet he gained a great deal of information. I learned from him how to delve into my clients’ needs and aspirations so that I could devise programs to help them reach their goals. I often become an intimate friend of clients and that helps me to be as resourceful as possible in making sure that I deliver meaningful results.

MO: Can you give some of our readers some tips on how to get some easy publicity that can help increase thier profits for 2012?

Jeffrey: It is important to find a niche, something that’s positive and separates you from your likely competition. Once you find that niche, then it’s important to find a newsworthy quality about your niche that’s publicizable. It’s what journalists call a man-bites-dog story.

MO: I’ve read that you’ve been given credit for encouraging President Clinton to hug people. Is that true?

Jeffrey: Yes. I was walking past the Intercontinental Hotel on East 48 Street when candidate Clinton was campaigning in New York. A number of people went over to him and shook his hand. I wanted to do something that no one else did, so I gave him a hug. He initially seemed surprised, then he responded by hugging me too. When I saw him hugging people after he was elected president, I thought that perhaps I had given him the idea, so I sent out a press release about it, and Jeff Zaslow wrote a story about it.

MO: You’ve published 10 books, the most recent being “No Mere Bagatelles”, a biography of iconic handbag designer, Judith Leiber. How did you get involved with this project and did you enjoy writing about Ms. Leiber and the remarkable history of her life and business empire?

Jeffrey: I had been writing short stories and articles for the East Hampton Star newspaper, and a friend asked me if I would publicize a charitable event being held in the gardens of the East Hampton home of the Leibers. Mr. Leiber, who had read my work in the Star, asked me to have lunch with him when he would be in New York. I met him for lunch and he asked if I would be interested in writing the biography. I, of course, agreed, and spend a year interview the Leibers and have since become good friends with them.

MO: In your long and impressive career what achievement are you most proud of?

Jeffrey: I’m proud of all the help I’ve been able to provide to my clients. A number of years ago, I experienced a difficult time in my life, and a friend provided instrumental help to me. I felt extremely grateful and asked him how I could reciprocate. He told to help others as he had helped me. I took that to heart and have done the best I can to help others reach their goals of success, which – in turn – leads to happiness.