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FELTON — After a less than glowing performance evaluation, 31-year-old Victor Domine was so discouraged, he was rethinking his career with the world’s largest public relations firm.

"I was pretty disappointed," said Domine, then an account associate with Weber Shandwick. "I was definitely considering a different field of public relations."

But after a series of one-on-one sessions with Margo Mateas, president of the Felton-based Public Relations Training Co., Domine’s media skills improved to the point he landed coverage by the Los Angeles Times, and more than tripled the amount of interest in an interactive television product he was promoting.

Today, Domine is a senior account executive with Weber Shandwick — a promotion he credits to Mateas’ mentorship.

"My confidence grew after meeting with Margo," Domine said from his Campbell office. "She helped me take a step back and get a fresh perspective."

Mateas, a former journalist who became a media relations executive with Weber Shandwick, made a name for herself as a "pitch queen" before launching the Public Relations Training Co. in January.

"In my heart of hearts, I am a journalist," Mateas said. "But I realized my real joy was teaching others."

Her firm, which has a satellite office in San Jose and associates in several states, now counts many Fortune 500 companies among its clients, including Toshiba and Quantum. Her customized services ranges from $500 to $5,000.

While creating media buzz is her specialty, the enthusiastic Mateas is actually a mentor — part "coach, therapist and clergy."

"When I go into a company, my focus is to find out what the problems are, give the staff the tools they need, then go back to management and teach them how to empower their staff. It’s a very holistic approach."

Her training, which includes free 30-day follow-up telephone support, has jump-started apathetic product teams, turned around negative press coverage, and showed company executives that a hands-off approach isn’t always the most effective way to manage employees.

With contacts at major media outlets — such as CNN, The Wall Street Journal, The New York Times and Investor’s Business Daily — Mateas also has trained account representatives to understand the pressures on reporters and editors.

"The media is bombarded with these inexperienced (public relations) people," Mateas said. "In college, they pretty much teach how to write press releases. What they don’t teach is pitching. The biggest skill I give them is how to find a good story. There is an angle, you just have to find it."

Domine, who is now honing his writing skills, still turns to Mateas for guidance.

"She’s always open," said Domine. "Even now, I call her and ask her what she thinks about my pitch."

Contact Marina Malikoff atjcopeland@santa-cruz.com.

Public Relations Training Co.
FOUNDER: Margo Mateas, a former journalist who became a media-relations executive with Weber Shandwick, before starting her own company in January.

WHERE: 1600 Saratoga Ave., Suite 403, No. 191, San Jose, CA 95129.

CLIENTS: Many Fortune 500 companies, including Toshiba and Quantum.

INFORMATION: Phone 335-1353 or fax 335-0795 or visit www.prtrainingco.com.

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