QUESTIONS & ANSWERS: Mitch Schneider

Mitch Schneider, who heads LA-based music publicity shop The Mitch Schneider Organization, gets right to the point. We commend him for being the first PRWeek Q&A subject to have answered each query in less than two sentences, and still have managed to be amusing. Of course, with clients like Aerosmith, a sense of humor probably comes in handy.

Mitch Schneider, who heads LA-based music publicity shop The Mitch Schneider Organization, gets right to the point. We commend him for being the first PRWeek Q&A subject to have answered each query in less than two sentences, and still have managed to be amusing. Of course, with clients like Aerosmith, a sense of humor probably comes in handy.

Mitch Schneider, who heads LA-based music publicity shop The Mitch

Schneider Organization, gets right to the point. We commend him for

being the first PRWeek Q&A subject to have answered each query in less

than two sentences, and still have managed to be amusing. Of course,

with clients like Aerosmith, a sense of humor probably comes in

handy.





What is your philosophy? Fame is a pair of stiletto heels looking for a

seat.



What does your agency try to accomplish? Put vibe into a bottle and

spray the universe with it.



What do you do there? I organize chaos. But I also know that chaos,

before it is organized, is a thrill.



How do you make a difference? I smile without irony.



Tell us something interesting about your agency. I’ve been known to make

key decisions based on astrology.



What was your proudest moment? Landing Aerosmith on The Simpsons. They

were the first band to be animated on the series.



How did you get into PR? I scaled the wall that separates rock

journalism from music publicity.



How did you get where you are today? I listen carefully to what our

artists tell us. It’s that simple - and that complex.



What would you do if you didn’t do what you do? This question terrifies

me. There is nothing else I would do.



Do you have a secret daily pleasure? Stouffers’ Lean Cuisine French

Bread Pizza.



What do you hate most? Complacency.



What is your idea of perfect bliss? To observe beauty without

interruption.



What would you do on a desert island? Plot my return to

civilization.



What will you do when you retire? Listen to angry rock bands - the new

breed - and dance around in my room.



What is your favorite car? My mack daddy Sedan de Ville.



What is the secret of your success? I never underestimate the

stimulation of tastelessness.



What would you like to change about the PR profession? There should be a

better exchange of respect between editors and publicists - especially

when editors kill pieces, then don’t return your calls.



What will be the next big thing to hit PR? A voice-mail system that has

the capability to instantly delete voice mails from nasty people.



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