Journalist Q&A: Lee Solters, The Lee Solters Company

With 63 years in the profession, Lee Solters, head of The Lee Solters Company, is one of PR's true living legends and he doesn't plan on taking a break any time soon.

With 63 years in the profession, Lee Solters, head of The Lee Solters Company, is one of PR's true living legends - and he doesn't plan on taking a break any time soon. After all, how many people can say that they've worked with the trifecta of Frank Sinatra, Barbra Streisand and Michael Jackson?

PRWeek: Tell us something interesting about your company.
Solters: We helped pioneer the concept of marrying celebrities to products, corporations, etc., which is now standard practice.

PRWeek: What has been your greatest achievement?
Solters: During our 63 years, we've been involved with many different publicity campaigns, and it's very difficult to select one over another. Working with Barbra Streisand for 33 years or Frank Sinatra for 25 years was, of course, highly memorable.

PRWeek: How did you get where you are today?
Solters:
By being a workaholic and enjoying what I am doing.

PRWeek: What would you do if you didn't do what you do?
Solters:
I don't know. I have no thoughts of retiring - how many times can you play golf? Until I'm forced to, I have no desire to leave the job.

PRWeek: What would you like to change about the PR industry?
Solters:
I think I would like to have some sort of exam - a license to become a PR person. There are too many people in this field who are very, very unprofessional. It's not a question of being creative; it's one of not having the slightest idea of what publicity is.

PRWeek: Who will be the PR profession's next big hero and why?
Solters: I wish I were the one! PR is more corporate today, less entrepreneurial than when I started and agencies were headed by notable individuals.

PRWeek: What is your favorite food?
Solters: My favorite food is 'you put it in front of me, I'll eat it.'

PRWeek: Who or what do you hate most?
Solters: I can't divulge the person I hate most, because that person will take me out of his will!

PRWeek: With which historical figure do you identify?
Solters: Nathan Hale, because I too only have one life to give for my country.

PRWeek: What is your idea of perfect bliss?
Solters: A day without battles. Name one thing about your past that people would be surprised to learn. One time I had the original afro wig, and now I don't have any hair.

PRWeek: What is you best ability?
Solters: Doing publicity. It comes naturally, like putting on a pair of shoes.

PRWeek: What is the secret of your success?
Solters: Being at the right place at the right time. Of course, you also have to have some talent to substantiate whatever happens.

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