Jeff Blumenfeld
Director, Xpresso PR

Jeff left a small town in the Catskills and headed straight for the place he always wanted to be – New York City. He wound his way through a number of both small and large PR firms, including Burson-Marsteller, focusing on sports accounts and outdoor recreation – the things that he likes to do most. Today he continues to work on accounts that embrace his passion in life for sailing, kayaking, fishing and skiing.

A conversation with Jeff

Where did you grow up and how has that influenced your career?
I grew up in a small Catskill Mountain town, Monticello NY, and it was actually 10 miles from the original Woodstock festival. And yes, I went. But I left because it was way too crowded.

You left Woodstock?!
How did I know it was going to be the defining moment of my generation?

Anyway, I grew up in a small town, and I was very motivated to get out of there. After Syracuse, I finally went to New York, which is where I wanted to be. That’s where I started my career.

What did you study at Syracuse?
Television Media, Communications. But I also learned a lot from the many small jobs I had as I worked my way through school.

What kind of jobs?
I was a waiter at the Night Owl Lounge in the Concord Hotel, and was there when Frank Sinatra, Don Rickles, Shecky Greene and Milton Berle performed. I sold ad space for a newspaper in Syracuse, and I was a newspaper writer and photographer. I worked in a clothing store and I had to dress up as the Easter Bunny because I was the only one who would fit into the bunny suit. So these early jobs really gave me appreciation for what it takes to make a living.

What’s the most important thing you’ve learned from being in this business?
That you have to eat, dream and think PR 24 hours a day, because the next great idea can come to you at any time.

So your career essentially is integrated into your life?
I’m lucky because I enjoy what I do and I enjoy working in the particular niche that I’ve established, which is outdoor recreation and travel.

How do you think that advertising and PR tie together?
PR needs to come first, because once it becomes an ad, it’s no longer news. Public relations has to answer “so what?”. You’ve developed a new product. Well, so what? What is it about this product that is news?

Advertising gives you a lot more frequency and a lot more control over the message. So you do PR first for third party endorsement and credibility. That paves the way for the advertising.

What makes a good brand?
A brand that is innovative, that helps people save time or money, or enables them to enjoy life more. That makes a good brand from a PR point of view. Because then we can communicate those attributes to the media and generate positive exposure.

What are you most proud of?
The volunteer work I do on behalf of Voices of September 11th. It’s a support group for all the families affected by 9/11.

What are your plans for the future?
My plan is to keep working in outdoor recreation and tourism until I’m too weak to click a mouse.

What do you like to order when you go to the Waffle House?
My theory is that the minute you’re born, Mother Nature wants you dead. So instead of helping her along I try to eat healthy. And Chuck, Sam and Katie are having fun with me because we were on a client trip in Hot Springs, AK and we went to a Waffle House and I made the mistake of asking them if they had oatmeal and fruit.

Did they have it?
No. In fact, at the Waffle House, you’re going to have everything they’ve ever served on the grill for the last six months.

That’s gross.
Exactly.