Tools of the Trade: Part 1

The Steps to Successful Publicity
It all started here with the trustworthy Royal Standard Typewriter whose keys typed thousands, if not millions of words during its lifetime. No computers or electric typewriters for Sam Bushman. His press releases were legendary. He was from the old school of Proofreader's Marks.

Could the modern day publicist, newspaper columnist or editor read these proof marks? As modern technology advanced and more people switched to new devices, Sam continued to get as much press for his clients without the aid of all these electronic wonders. It all went with his practical style and beliefs, but he did not like change, a fact only known by few, but rarely missed a deadline or failed to get his clients mentioned in the columns.

Look familiar?
Many people were witness to the familiar style of a Sam Bushman Press Release. Note the Proofreader's Marks throughout the document. If you need a reference, follow the link above to see these marks and what they indicate and if you cannot figure what in the world to do with this Release, you have an assignment. You might be sorry when the day arrives and a similar document passes your work station with an imposing, impending deadline.

Sam did relent to having his press releases typed on a computer after his wife Brenda insisted he could not be sending the "Sam Bushman Release" as more people were switching to computers and word processing. Word processing to Sam was ingesting a thought later turned into words on his most valuable possession and top notch office companion, "The Royal".

Some things never changed about Sam's Tools of the trade which became his trademark. He was known for carrying his office everywhere which consisted of press releases, a few newspapers, file folders and his "little black book".


Office on the Go
Pictured left are canvas bags from his collection. He used each one until they were frayed, worn, dirty and would not part with any bag until it could no longer hold contents or be carried. You would often see Sam carrying a few bags; one for his office and the other for his newspapers. There were his daily newspapers, papers for his clients, magazines and usually a book he was currently reading.

Sam, an avid reader, absorbed everything he read and stored it in his photographic memory. Sam Bushman was synonymous with total recall and not the infamous Governor of California's version of Total Recall.

The Little Black Book
Sam's little black book was the envy of everyone who knew him. Immediately what might come to mind people not knowing this dapper, sophisticated gentleman, and one of Philadelphia's most eligible bachelors for decades, would be its contents of intriguing female companions. However, this envy was misplaced because it contained the phone numbers of all his clients, columnists past and present, unlisted numbers and just about anyone you might want to find in Philadelphia. His book was sacred, however, and numbers were not given out oh a whim or to anyone who wanted information. Sam Bushman had principles and as everything else, it was all about information and his network of calling who for what to tell them who was where with who or what celebrity was in one of his client's establishments. Oh did I mention, there were quite a number of celebrities listed as well, and was of no consequence when a celebrity heard Sam Bushman's voice on the other end of the line. It was always a welcome call and in typical fashion related stories long forgotten. How many of you remember getting a call from Sam asking if he left his phone book and could be any place from the newspapers to a client. There was never a time he could not locate or remember where he misplaced this valuable tool of his trade.


Speaking of celebrities and not well known today, is Sam handled Janis Joplin when she played Philadelphia in the late 1960's. Sam almost never used the words "I did publicity for", but would say "I handled so and so with his usual, casual manner as if handling just about every celebrity to come through Philadelphia was just part of his job and nothing more than a day's work.

Kal Rudman Publisher, Philanthropist

Kal Rudman, Publisher and well known Philanthropist pictured center was Sam Bushman's primary client for a number of years, but most of all, he made possible for Sam to work until the end of his career. What comes to mind when using the term philanthropist is usually of a financial nature giving money to organizations, and although true of Kal Rudman and his Foundation, he is to be recognized publicly for keeping Sam as his Publicist until the time when he traveled to another place and time. Sam kept Kal in the media almost on a daily basis. If there was some organization needing help you could be sure Kal was involved and it was Sam's job to organize all events for media coverage. Some may have thought of them as an odd pairing of souls, but these two individuals shared a bond not often seen today. Sam was recommended to Kal after Mike Goffredo, a giant among Philadelphia Press Agents passed away and where this journey started.

Pictured with Kal Rudman is Bob Pantano, a legend in his own right and The Honorable Lynne Abraham, District Attorney of Philadelphia. Both these people are big supporters of Kal Rudman as Kal is of them. Kal Rudman's name enjoys instant recognition for all his work and contributions and Sam Bushman continued the legacy. Sam not only supported Kal in his endeavors, but came to be known as someone Kal could seek advice and in typical fashion, Sam was always honest as he was never one to gloss over words or concepts. If he thought an idea not worthy, that cool, calm manner could disappear in a flash! Just ask Kal the next time you see him. He has many stories to tell about Sam and all of them good I may add (another famous Sam Bushman line).

Kal and his wife Lucille through their Foundation established the Kal and Lucille Rudman Institute for Entertainment Industry Studies at Drexel University. Both Kal and his wife Lucille are dedicated to education and public safety and their generosity is well known not only in Philadelphia, but the surrounding area.

Sam Bushman no doubt wrote the book on how to be a Press Agent and Kal Rudman, client and friend , the best example of putting this practice into action.

Sam just hanging around in his apartment on Rittenhouse Square in Philadelphia. All this blogging and what it is called; Cyberspace? Sam was always amazed at what could be done online. A little stubborn (gross exaggeration), Sam did things his way and in his time. For those of you who have wondered about his last days, he was working right up until the end as clients always came first and he was a true professional and a trooper. Never forget the Sam Bushman Mantra:

"For Immediate Release, Cash Flow and Tearsheets"

What more can a person want from life!

Just remember, I am never far away and you can just log onto my blog and see me and leave me comments. The fun has only just begun. You will never know what to expect but you can be sure it will bring back the memories.


This Just In:
I have heard there may be some celebrities from the past visiting my blog as early as this weekend. No details yet so come back to check to see who might show up.

Hear Sam Live Spinning Stories at Broadcast Pioneers

"On Wednesday, December 19, 2001 at the Bala Golf Club in the Wynnefield section of Philadelphia, the Broadcast Pioneers of Philadelphia honored fellow member Sam Bushman for his years of service to the organization. At the age of 87, Sam is still pursuing his career as a Publicist. Sam considers himself a Publicity man and not a Public Relations person. To him, there's a huge difference. We have complete audio of Sam's remarks".

This is the only available recording of Sam's voice online. He always enjoyed helping Broadcast Pioneers promote their activities and was one of the few times he allowed himself to be honored by an organization. He always wanted the spotlight for his clients and not himself.

Sam Factoid:

Did you know Sam once had a TV show that was broadcast from the Benson East in Jenkintown.

Link