MY BIG BREAK: Sabine Heller, PR director at UGO Networks in NewYork

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.

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