RLM CEO Richard Laermer to star in reality show

Silver Spring, MD: PR is finally getting its day in the reality television sun.

Silver Spring, MD: PR is finally getting its day in the reality television sun.

Richard Laermer, CEO of RLM Public Relations and author of Full Frontal PR, will be among the four experts helping out small business owners on the new TLC show Taking Care of Business.

The 13-episode series will feature the four experts taking on small businesses that need a jolt. In the first episode, scheduled to premiere on October 16 after the network's venerable show Trading Spaces, the group come to the rescue of White Plains, NY-based American Terrain Outdoors.

The other team members are Christina Manca, a veteran retailer and designer, Mitch Kates, a principal at Kurt Salmon Associates, and Mark Becker, founder of Max and Mina's Ice Cream.

Laermer said he was approached by TLC to do the show a month ago and was offered the contract soon after the first meeting. The group has already filmed the first episode, Laermer said.

"I'm the image guy. I tell them about their PR and help determine what the store's central mission is," Laermer said.

The four consultants only have three days with the small business before a grand re-opening to family and friends.

"The people in the first show couldn't get enough of PR. They asked things like, 'How do I get this reporter?'" he said.

As for his agency, Laermer said the exposure would help him put his techniques on display.

"People will see the in-your-face way we do PR. I finally get the opportunity to show what that is [without being hired first]."

He added: "The show is a walking documentary of everything that is in [Full Frontal PR]."

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