1. Richard Garcia
Headlines & Media Captures
Highlights
• Vista Communications
Task: Hired to represent 11 nonprofits seeking entrance into Los Angeles City Employee’s and Los Angeles Unified School
District Employee’s Annual Gift Giving Campaigns, traditionally managed and operated by The United Way of Los Angeles
Outcome: Developed grassroots public relations/media campaign with news stories on the demographics make up of both the City and the
employee donor base. Stories ran in L.A. Times, L.A. Business Journal and Wall Street Journal. Negotiated trial
entrance for each group into campaigns (currently in their 13th year of participation.
• California State Assembly
Task: Developed focus groups throughout the state consisting of various constituencies to determine level of understanding related to state
budget issues, current level of satisfaction with legislative process related to budget talks, testimonials on budget impact related to
targeted industries, community services, education, employment, healthcare matters, etc.
Outcome: Used feedback and data to create video blogs, video clips and storylines to pitch to local and statewide news agencies for
placement. Additionally, used testimonials to develop speaking and messaging points for statewide elected officials and
legislative offices.
• Vons
Task: Developed brand management/enhancement strategy by incorporating public affairs, government relations and media
relations.
Outcome: Created brand exposure opportunities via in-store events to launch campaigns/initiatives featuring “celebrity” draws; Joined
foundation and government relations components via foundation check presentations and in-store tours to maximize media exposure at
the local level (47 in-store tours with elected officials during my first year as compared to seven the year prior).
• REALTOR.com/MortgageMatch.com
Task: Establish buzz marketing campaign to successfully launch newly developed online mortgage site with exposure to consumer, customer
and investor relations interests. .
Outcome: Created successful online preview tours of site with online/offline media groups, including online thought leaders, bloggers, national
consumer reporters, and industry and trade reporters. I was able to enhance parent site brand while at the same time serve the
media needs of the new site as an independent component to heighten customer and consumer experiences.