It only seemed fitting to break this news on this blog.
After seven of the best years of my life, I am leaving Brotman-Winter-Fried Communications. Starting April 1, I will be working for Iostudio, managing their incredible social media team. Expect more information on the new gig in due time!
Of course, this is a bittersweet move. While I am beyond ecstatic to start the next exciting phase of my professional life, saying goodbye to a company that has been my home since I was in college is extremely difficult. So I wanted to dedicate this post to sharing some of my favorite stories and experiences. My apologies if you find this indulgent. You can skip over this post and read anything else you’d like on this site I won’t be offended.
As I said, my time with BWF has been nothing short of incredible. From travels to celebrities, it has been quite a ride.
I’d like to count down 10 of my all-time favorite moments from my run here at BWF. Honestly, I could do a Top 100 list, but that seems a little much, no? Ten works. But it was REALLY, REALLY hard to get it down to that number.
10) Steve Urkel - After the 2004 MLS Cup in Los Angeles (which DC United won!), we stopped by the victory party on our way to the airport. Also at the party: Jaleel White, who you may remember best as Steve Urkel on “Family Matters!”
Did I Do That?
9) Ed Reed – In April 2005, we worked on a series of fundraising events for the Santana Moss and Clinton Portis Foundations. I loved every second of this week. The lead event was a major evening at Lucky Strike Lanes, featuring some of Clinton and Santana’s NFL friends. For me, nothing was better than meeting my all-time favorite Ravens player, Ed Reed.
We have matching beards!
8 ) Second Hottest Publicist -In the summer of 2007, FishBowlDC ran a series of “Hottest Media Types” polls. My friend Rachel Maisler thought it would be funny to nominate me. And never one to shy away from a little spotlight, I easily agreed. At the end of the public voting, I finished second in the Male Publicist category, ahead of some national luminaries. Note – I was leading by a good margin going into the last day. Then some jackass jumped 4,000 votes in 12 hours. Nope, he didn’t cheat AT ALL! Well, while this contest was going on, I had just started dating Marisa. I can only imagine what she thought of this pompous, self-absorbed guy she was seeing! (Spoiler Alert – she married me!)
"What was I thinking????" - Marisa
Rachel decided to help throw me a party for being the Second Hottest Publicist! We went to Howl at the Moon in Baltimore for a night of piano bar/karaoke fun. And this was perhaps the highlight of the night, as three waiters performed “Dick in a Box.”
Get the joke?
7) Hammer Time! - Every child of the 80s/90s was a Hammer fan. All of us. So getting to spend some time with him at events in San Francisco and Washington over the years was a treat beyond treats! Too legit to quit…hey hey!
Hanging with Hammer backstage at Funniest Bay Area Celebrity Contest
6) Africa Rising - A few summers back, we promoted an event called Africa Rising, which was designed to showcase some of the terrific cultural advancements in Nigeria. Sound like a dull event? Well, it was a concert and fashion show held at the Kennedy Center. The fashion didn’t hold my interest, but the concert portions definitely did. The headliners? John Legend and Jay-Z. Yep. My two favorite moments of the night: John Legend’s press conference. Here’s how it started. John walks in, stands at the podium and says, “The press conference has begun. Ask me questions.” Classic.
Just some ordinary people...
The other incredible moment was about five minutes after Jay-Z took the stage. While starting his second song, he paused to look around and had this “holy cow” look on his face. Yes, Jay-Z is one of the top commercial artists of all time. But this was the Kennedy Center for the Performing Arts – the nation’s mecca of theater and opera. To perform on the same stage as Placido Domingo and countless others suddenly hit him. Everyone in the audience could tell that this performance meant as much to him as it did to us. A very special moment.
5) WWE and the Superstars - From the 1980s height of Hulkamania to the unbelievable awesomeness of Chris Jericho, I’m an unabashed unrepentant fan of professional wrestling. To get to work with World Wrestling Entertainment and their superstars was an incredible thrill! Over the years, I promoted a show in DC, did promotional work with several superstars, and worked on many public appearances outside of the wrestling world.
Sharing a limo with Smackdown General Manager Teddy Long, spending some time with the incredibly gracious Matt Hardy and helping Chris Nowinski get the word out on voting are huge career highlights.
With all of that being said, NOTHING beats my experience working with John Cena at the 2005 World of Wheels car show in Washington, DC. He came in as a special guest, there to meet fans and sign autographs. He arrived at the Convention Center early and hit the show floor 20 minutes early after seeing the HUNDREDS of fans already in line with him. Cena signed every autograph, smiled for every photo, and stayed over an hour late to make sure every fan went home happy. At this point, he wasn’t yet a World Champion, but he made an incredible impression on everyone there, including me, and proved why he is THE CHAMP! I actually said in a print interview later that he was the nicest athlete I’d ever worked with and to this day, that statement holds true.
One of these guys went on to headline Wrestlemania, while the other ordered it on Pay Per View!
4) Nationals Invade Baltimore! - The year was 2008 and the Washington Nationals were looking for ways to ramp up their rivalry with the Baltimore Orioles. I came up with the idea to have the five Nationals mascots invade Baltimore’s Inner Harbor. (As a lifelong Orioles fan, I was a bit nervous about this!).
The day came and we brought Screech, TJ, Teddy, Abe and George up to Charm City and gave them “protest” signs to carry around downtown Baltimore. To say the event was a tremendous success would be an understatement.
TJ on a park bench, overlooking the Chesapeake Bay
Group Shot!
Favorite photo ever - a mute mascot being interviewed on the radio!
3) California Tortilla - I have no hesitation in saying that California Tortilla has been my absolute favorite account. Over the years, I’ve done my part as the chain grew from a handful of locations around DC into a major force on the quick-casual restaurant scene. Their incredible Director of Marketing Stacey Kane and I have cooked up some crazy schemes, including: attempting to set a Guinness World Record for largest Rock-Paper-Scissors Tournament, giving out free meals to people who lost their jobs in the recession, and, most recently, hiding 1,000 $1 bills all over Washington, DC. These campaigns won awards from the restaurant industry, were lauded by the PR industry and covered by local and national media. Earlier this year, the chain was named the #15 Mover and Shaker by Fast Casual magazine.
When I think of my time working with California Tortilla, I’ll remember all the road trips to open new restaurants, the wacky stunts, blowing up hundreds of thousands of balloons until my hands were raw, and just…FUN!
2) Fight Night - Every Fall, Fight for Children, one of the greatest non-profits in the USA, runs an event called “Fight Night.” It is, to quote “Clerks,” the social event of the season. Boxers, celebrities, CEOs, musical acts, it’s got it all. And the money flows, with millions of dollars donated every year. No event can top this. Hell, where else can you see Jermaine Dupri, Quincy Jones, Redskins owner Dan Snyder and Joan Jett in the same room? NOWHERE! This is, by far, my favorite annual event in DC. Nothing comes close.
1) Muhammad Ali – There is nothing like what happened on June 11, 2005. I was running PR for Mike Tyson’s big fight against Kevin McNeely. Tyson quit after 6 rounds, by the way. (Remind me to tell you a story about meeting the Archbishop Don Magic Juan. Offline.). But the highlight of my career came just after the co-main event, which featured Laila Ali besting Erin Toughill in a brutal, bloody contest. I ran into the ring to grab a few quotes to give to the reporters on deadline. After talking to Erin, I jotted down a line from Laila and turned around and almost ran into the Greatest. Yes, Muhammad Ali had left his ringside seat to join his daughter in the ring. Unfortunately, I wasn’t able to grab a photo with the man directly. However, dozens of cameras snapped away. And in a strange turn of events, several YEARS later, one of them ended up in an issue of People magazine. No joke!
Monday night is a pivotal night in the professional wrestling industry. (Yep, talking ‘rasslin’ again…sorry…but work with me here, it’s worth it!)
Several months ago, Total Nonstop Action Wrestling (TNA), the #2 wrestling organization in the world, signed without question, the biggest name in professional wrestling history, in Hulk Hogan. From the “Hulkamania” heyday of the 1980s, to an acting career in the 1990s and a family-wrecking reality TV show in the 2000s, Hogan has been a pop culture staple for over three decades now!
For most of their seven years of existance, TNA has combined young, athletic stars with a varying mix of JUST past their prime stars and WAY past their prime stars. Sure, TNA has had some major stars, like Kurt Angle, Jeff Hardy and Christian, but the focus of their roster has been on introducing rising comeptitors while having “brand-name” wrestlers in featured roles.
Because of that dichotomy, TNA has gained a reputation for delivering a terrific in-ring product and some strange, nonesensical booking decisions. They are a solid #2, who had no real shot of becoming #1.
#1, of course, is the behemoth, World Wrestling Entertainment (WWE). With roots dating back no less than four generations, the company, spearheaded by Vince McMahon. They have been THE dominant brand in “sports-entertainment,” bringing Andre the Giant, Bruno Sammartino, Steve Austin, Rowdy Roddy Piper, Ric Flair, Shawn Michaels, John Cena, and a host of others, including Hulk Hogan himself, into our living rooms for years.
By signing Hulk Hogan, TNA hoped to make a seismic shift in the industry. And by introducing Hulk Hogan to their audience in a special way, the hoped to gain fans’ attention in a big way.
TNA’s flagship program, “IMPACT,” usually airs, taped, on Thursday nights on SpikeTV. For this occassion, they decided to run a live TV show on Monday, January 4, directly competing with WWE’s main offering, “Monday Night Raw” on the USA Network.
Here is TNA’s promo video for the special event:
A passive company would sit back and see what the competition would bring to the table. A passive company would let TNA have their moment to shine and let the fans decide after seeing what each show brings to the industry.
WWE is NOT a passive company.
They, perfectly, were one step ahead of their competition.
You see, the wrestling world changed in 1997. Amid a financial crisis, Vince reportedly told his champion, Bret Hart, that the company could no longer afford his services. Hart, who had been a top WWE performer for over a decade, capturing countless titles and earning a reputation as “the best there is, the best there was and the best there ever will be,” signed a deal to wrestle for World Championship Wrestling. WCW, at the time, was actually ahead of WWE in many measureable catagories. There was only one problem: Hart was still the on-screen champion of the company.
At Survivor Series in Montreal, the Canadian icon Hart faced his arch-nemesis, Shawn Michaels. Hart and McMahon had come to agreement on Hart beating Michaels that night and losing the title on the next night’s Raw show. However, real life and the on-screen storyline blended in monumental fashion as McMahon instructed the referee to end the match while Hart was in a painful hold, giving the impression that he quit.
At that moment, McMahon became the biggest on-screen bad-guy in the industry and Hart became it’s lone wolf. Hart, a hero to fans of in-ring action, was gone, and the WWE turned towards crude humor and sexuality to captivate an older fanbase.
For over 12 years, Hart and McMahon have barely spoken, the anger too great, the animosity too high. Hart participated in two WWE projects: a DVD retrospective on his career and a Hall of Fame induction, where Hart could take his place in the pantheon of greats. But beyond that, no known contact.
Somewhere, behind some locked door in a dark, dark room, Bret Hart was approached by WWE about returning. A concussion and a stroke kept Hart in hiding for most of the 2000s. Word leaked out that he had agreed to host Raw…and maybe even stick around for a few months…and wrestling fans were apoplectic.
A living legend that nobody has seen in years was coming back to his old stomping grounds to confront his real-life enemy on live TV. And he would do it on Monday, January 4.
Let’s bring it back to PR: Companies have very few aces in the hole. And even fewer know when to use them and how to use them properly.
In this case, when the biggest household name in the business’ history was returning to combat them, WWE not only pulled a good card…they pulled the RIGHT card.
TNA is known for in-ring action, as stated above. On January 4th, TNA will do the improbable, by signing Hulk Hogan. On January 4th, WWE will do the impossible, by signing Bret Hart.
This was a clear case study in knowing your audience, knowing your competition, and staying one step ahead of them all.
What happens when one of the biggest entertainers of the 1980s and 1990s comes back on the scene in 2010?
What happens when said entertainer’s family life has gone through the public ringer, including a messy divorce, a tragic car crash and an apparent suicide attempt?
Well, we will all find out on January 4, 2010, when Hulk Hogan appears on TNA iMPACT.
Here’s a look back at Hogan, set to his WWE entrance music, “Real American.” (Confession – I have this song on my iPod workout mix)
I’ll admit it, I was a Hulkamaniac back when. It’s OK, I know you were, too. From taking on Andre the Giant to King Kong Bundy to Rowdy Roddy Piper to Paul Orndorff, Hogan defended the cause of good from evil-doers.
When Earthquake cracked his ribs, I nearly cried. When Zeus came to life from the movie “No Holds Barred,” I was freaked out.
And let’s not forget his epic WCW run, which included Bash at the Beach 1996, where Hogan came out to seemingly help his long-time friend and rival, the “Macho Man” Randy Savage:
Yes, Hogan was a premier brand in entertainment. He had movies, TV shows (anyone else remember “Thunder in Paradise?”) and public acclaim. The training, the prayers and the vitamins…he was a role model, for sure.
But after leaving the ring, his personal life became public on the “Hogan Knows Best” TV show, which spurred his nasty divorce and loads of other problems. His body is broken down to the point where he really can’t perform in the squared circle anymore. His patented leg-drop is an impossibility given his bad hips. His recent tell-all book outlined a suicide attempt that none other than Laila Ali interrupted.
So when Hogan returns to the wrestling world, how will you react?
Will you see the beacon of goodness from the 1980s, who body-slammed the big, smelly giant, or will you see the man with a shattered family, shattered body and reportedly shattered psyche?
The bigger question is this: Will you watch….brother?
Growing up in the 1980s and early 1990s, one of my favorite professional wrestlers was the Ultimate Warrior.
Not familiar? Take a look:
You can see why a little kid would be magnetized to him. Action figure physique, off-the-charts intensity, frenetic energy…a really fun presentation.
But at the end of the day, the Ultimate Warrior was an extended flash in the pan.
Here are ways you can avoid being like the Ultimate Warrior as a publicist:
Diversify Your Moveset - Here is how an Ultimate Warrior match would…correction…how EVERY Ultimate Warrior match would go: Warrior would run to the ringside area. Warrior would run around the ring a few times. Warrior would shake the ropes. Warrior would give an array of clotheslines and shoulderblock tackles. Warrior would deliver a Gorilla Press Slam. Warrior would finish his opponent off with a splash. 1-2-3. See it once…it’s cool. See it a hundred times…not so much.
PR Application – Keep your eyes peeled to new trends in the industry. Always be willing to try new tools and applications to promote your clients. Just because something worked in the past doesn’t mean you should keep using the exact same methods every time. Stay fresh so your presentation doesn’t get tired.
Communicate Clearly – Where to begin??? The Ultimate Warrior umm..spoke like this:
Don't be like the Ultimate Warrior, PR Pros!
Sentences were incomplete, the message was kinda sorta lost. I mean, it was plain to see where he was headed, but you had no idea how he got there. I’m fairly certain he didn’t like Hulk Hogan in that interview. Not 100%, tough.
PR Application – Whether it is a phone call, e-mail, Tweet, telegram, Pony Express, cave-painting, or any other form of communication, figure out what you want to express and then do it as clearly as possible. Leave as little to subjective interpretation as possible. Earn your audience’s respect by allowing them to understand your position, even if they don’t agree with you.
Have Steak With Your Sizzle - The Ultimate Warrior, as explained above, was all about excitement. While his energy was nuts, he rarely told a satsifying story inside the ring (with the exception of his clashes at Wrestlemania 6 and 7, nothing stands out whatsoever). This left fans excited to see him at the start, but ready to move on to the next match when he left.
PR Application - Always deliver on the deliverables. Nobody can guarantee media hits. But if you promise your best efforts and outline a plan of attack, follow through! Send the client your releases, build their online profiles. If you made a good plan and you execute it properly, you will have delivered what you can. Obviously, if you get tons of coverage, you REALLY did your job!
So there you have it…three ways to avoid being like the Ultimate Warrior…and three ways to be a better publicist!
I know, I know. “Rasslin” is for kids and rednecks, neither of which describe me. But I’ve been a lifelong fan and WILL be a lifelong fan. Accept it. (My fiancee is still working on that part.)
A critical part of the presentation of any WWE Superstar is their entrance music. It sets the tone for who they are and what they are going to do to their opponent. For fans, they become instant gym playlist fodder for the iPod.
Let’s countdown my Top 10 WWE themes! (And yes, this list will only cover WWE, so some of the best themes in wrestling history won’t be included…today. We’ll get to the rest down the road, ok?)
A few caveats:
- I’m looking for themes from IMPACT players, not low-level guys. I love Santino Marella’s music, but it ain’t making this list.
- The music must be instantly identifiable with the Superstar.
- The music must have longevity. Short-term music doesn’t count.
- Lyrics count, but aren’t the most important thing.
Honorable Mentions:
- Mr. Perfect – In one word: perfection.
- Bret Hart – I wish I had more space on the Top 10. Even today when the Hart Dynasty comes out to a remix of this song, I get goosebumps!
- Razor Ramon – The Bad Guy was one of my favorites
10 – Kane – “Slow Chemical” – Try lifting weights to this song and you’ll understand why it just plain rules.
9 – Christian – “Just Close Your Eyes” – How good is this music? So good that when Christian went to TNA, they made his theme there sound as close to this as legally possible! And the new version he’s been using since his return several months ago is even better.
8 – Demolition – In the late 1980s when entrance music was still a new concept, WWE produced this gem, which could easily hold up today.
7 – “Macho Man” Randy Savage – “Pomp and Circumstance” – Who knew an old piece of classical music played at graduations would one day be most closesly associated with a wrestler? When he changed his music in his late WCW years, it just didn’t work.
6 – Triple H – “The Game” – I thought alot about putting him in, but I realized that this song is 1) EXCELLENT and 2) pure Triple H.
5 – Shawn Michawls – “Sexy Boy” – From the original version done by Sensational Sherri to the more familiar egotistical version of Shawn singing about his own vanity, this song is a critical part of the HBK experience.
4 – Stone Cold Steve Austin – Don’t you wanna drink a beer when you hear this? When the glass shatters, you know hell is going to break loose!
3 – Undertaker – “Graveyard Symphony” – The most epic, timeless music WWE has ever produced. Just a simple funeral dirge that makes you know the Undertaker is on his way to the ring. From the Federation years to the Attitude Era and beyond, this song still works.
2 – Edge – “Metalignus” – This is, by far, the best modern theme. A terrific song that holds up on its own, it helps define Edge’s character – that he believes 100% that he is in the right.
1 – Hulk Hogan “Real American” – Simply the best entrance theme EVER. Even though it wasn’t originally made for Hogan, it fit his character perfectly. From the opening notes, you know EXACTLY who’s coming out!
I won’t be offended.
