When I applied for a job at UGO, an online entertainment company,
they had no positions in PR. I was hired in sponsorships until I got UGO
its first press exposure.
I saw a potential for publicity at the opening of The Phantom Menace
where hundreds of people had been camped out. I came to the event armed
with stickers that I used to brand the foreheads, chests, etc., of every
person who was interviewed entering the theater. When the stickers ran
out, I stood on a trash can with a light saber and encouraged the crowd
to yell "UGO!" if they wanted the sword. Out of nowhere, I had the
attention of 400 chanting people and several TV networks. One person
even appeared on the cover of USA Today the next morning, with a large
UGO sticker on his chest. I got the attention of UGO's president who
created a job for me that eventually allowed me to head the department
for the last two years.
Since then, I have created several award winning PR campaigns, including
the Gary Coleman webathon. Last year, I was nominated for PRWeek's Young
PR Professional of the Year award and I was featured as one of the
Guerrilla Marketers of the Year in the November 12 issue of BrandWeek.