Questions & Answers - Sal Cataldi

Sal Cataldi of NYC’s Cataldi PR is a musician, a father, an agency chief, a cyclist ... well, you get the picture. But his creative, near-manic take on PR has won him clients ranging from American Movie Classics to the Dewar’s Bagpipe Festival.

Sal Cataldi of NYC’s Cataldi PR is a musician, a father, an agency chief, a cyclist ... well, you get the picture. But his creative, near-manic take on PR has won him clients ranging from American Movie Classics to the Dewar’s Bagpipe Festival.

Sal Cataldi of NYC’s Cataldi PR is a musician, a father, an agency

chief, a cyclist ... well, you get the picture. But his creative,

near-manic take on PR has won him clients ranging from American Movie

Classics to the Dewar’s Bagpipe Festival.





How did you get into PR? Out of sheer desperation. I was 27 and had met

a woman whose idea of a date wasn’t two-day-old pizza and amour by the

light of an old black-and-white TV, so I took ’What Color Is Your

Parachute?’ out of the library and found that my experience with words,

selling and rejection made me a perfect candidate for a career in

PR.



So I wrote a funny letter, got a call for an interview and entertained

the agency prez with my pitiful tales of beatnik glory. She hired me on

the spot for the godly sum of dollars 17k per year.



Who will be the PR industry’s next big hero and why? No one you

know.



If they’re really doing their job correctly, you will have no idea they

exist. Take that, Howard Rubenstein!



What would you like to change about the PR industry? The undeniable urge

to use research to validate safe, run-of-the-mill thinking - the kind of

old-school flackery that even a seven-year old can see through. I love

research as a way to get into the minds of my targets, but not when you

let tipsy folks seeking a free meal and dollars 50 bucks dictate your

marketing plans.



Tell us something interesting about your agency. Nobody wears pants

between March and October. Some, like me, opt for gym shorts or grungy

baggies, while others favor hot pants that would make Mariah Carey

blush. We also have an office cat - Shemp - in violation of our lease

and an iguana named Herbert, who’s terrific at brainstorming. He just

seems to nod his head when we come up with the right idea.



Who do you most look like? With my oversized beret and shoulder-length

ringlets, I sort of look like the painter Rafael. My employees say I

resemble a ’better-looking’ Howard Stern, one with a normally

functioning thyroid and average American member.



What is your idea of perfect bliss? The mind orgasm you have when you

hatch a good idea. As a musician, it’s very much the same feeling you

get when the playing is good, when the band is cooking on all cylinders

and you can do no wrong.



How many hours a day do you spend on the Internet? Maybe two. Have not

been doing it at home lately, not since the wife caught me on

Jennycam ...



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