In 2003, Kluger left the television industry and switched to full-time PR work, opening his own PR agency, Adam Kluger Public Relations, which, in the beginning, dealt with what Kluger dubs "alternative niche clients"—predominantly artists, actors, and authors. When the agency launched, Kluger threw a major bash at Times Square's Planet Hollywood for 350 attendees.
"We had six live bands playing in various rooms with a rock 'n' roll circus theme. We had Troma characters running around causing mischief, models, actresses, various costumed performers; I had a $10,000 mermaid tail flown in from Hollywood to New York just for the party. I actually had to hire a bodyguard just to protect our gorgeous mermaid and her very expensive tail! Today, the business has grown, expanding our client roster to include mainstream business, major corporations, and a distinguished set of industry notables. However, we still like to throw really cool parties," Kluger said.
According to Kluger, his company's client list runs quite the gamut, ranging from startup companies and small businesses to mid-market manufacturers to corporations grossing millions of dollars. The agency also represents individuals, such as CEOs and experts from various industries.
"We're always looking to expand our roster of fascinating clients who have interesting backstories and products or services with strong news hooks," Kluger said. "I want to be passionate about what my clients are all about. I want to help them realize their goals. So I strive to maintain a diverse roster of clients to keep things interesting and challenging and so that I can always provide a breadth of solutions and cool story ideas to my media contacts."
Kluger is most proud of the "amazing relationships" he has forged and maintained with clients, colleagues, journalists, and media contacts in his long career. He is also very proud of the success his company has garnered both for his clients and itself in such a short amount of time.
"Our good fortune is definitely the result of much hard work. But excellence in any field requires setting high standards and goals, vision, passion, hunger, and a very strong work ethic. Our success inspires me to work even harder every day," said Kluger.
According to Kluger, the Internet has drastically changed the PR industry. It offers professionals new tools—new ways of communicating, distributing, measuring, and marketing. And while he says television will always have a place in PR, there is no denying the presence and impact of the Internet.
"I might be a bit of an old-school gangsta, but to me...television is still king. Television is still a magic box—the big time. It is still the dominant mode of expression in our culture, and it still creates the greatest wow factor or juice for clients in terms of media placement. That being said, the Internet has already surpassed television as the primary societal mechanism to disseminate information and entertainment. The Internet has also quickly become an essential vehicle for business and communication," Kluger said.