Marsha Friedman, Founder & Chief Executive Officer

Marsha Friedman doesn’t like sitting still. As a prominent business woman, she has run her pay for performance public relations firm successfully through prosperity and adversity, ironically having one of her best revenue years in the midst of 2009′s recession. As a publicity expert, she recently debuted her new book, Celebritize Yourself, and began a national media tour.

Marsha Friedman launched EMSI in 1990. Her PR company represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. Some of the more prominent names on her client roster are Sergeant’s Pet Care Products, Former National Security Advisor Robert McFarlane and the famous Motown Group, the Temptations.

She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity.

As a radio personality and public speaker, Marsha can be heard every week on the nationally syndicated talk radio show “The Family Roundtable” where problems that modern families face are discussed. Marsha and her co-hosts have enjoyed interviewing family experts as well as celebrities such as Tony Curtis, Ed Begley Jr, Augusten Burroughs, Faith Evans, Vicki Lawrence, Denise Jackson, Janine Turner and Rose Rock.

Outside of the office, Marsha is also the founder of a non-profit organization called the Cherish the Children Foundation. In 1996 the White House recognized her charity which sets out to raise awareness of the plight of underprivileged and foster children.

Steve Friedman, President

The phrases “people person,” “good communicator” and “people skills” could have been coined to describe Steve Friedman. Prior to joining his wife Marsha in the running of EMSI several years back, Steve pursued a sales career in industries spanning insurance to home security. His real passion in life and business is to help others to realize their goals and dreams, and he loves the opportunity afforded at EMSI to assist other business owners, authors and professionals to flourish and be known in their fields.

For the EMSI family of clients, Steve takes this caring approach to a level rarely seen in business. With each client he strives to find the most optimum solution to help them achieve celebrity though excellent PR.

For the EMSI staff, they are family to Steve as well. The well-being of the team here at EMSI matters to him as though they are family – indeed, he considers them as such.

Alex Hinojosa, Senior Campaign Manager

Alex Hinojosa, a Texas Tech University graduate in telecommunications and marketing, joins EMSI as our Senior Campaign Manager with an extensive background in media, specializing in radio for over 15 years. His experience includes being a national talk-show radio host and executive producer in major markets like Washington, D.C.; Atlanta, GA; Detroit, MI and Tampa, FL. Also, Alex has been a media coach and an instructor at the Connecticut School of Broadcasting.

This insight allows Alex to tip the scales in favor of our clients by structuring media pitches and campaigns that provide solutions for the producers and hosts, while delivering results for our client.

When Alex was asked about his role at EMSI, he replied, “Radio and TV shows are a powerful medium that opens doors like no other form of PR. Understanding what a producer and host want, combined with EMSI’s powerful team of media specialists, will make us our client’s most powerful advocate.”

Penny Carnathan, Creative Director and Writer

Penny Carnathan comes to EMSI following 30 years as a national award-winning editor, reporter and columnist at The Tampa Tribune in Tampa, Fla. She continues to write a weekly column, Diggin’ Florida Dirt, for the St. Petersburg Times.

As a features editor for the past 10 years, Penny received hundreds of press releases and story pitches every day. She knows what it takes to catch an editor’s attention and, more important, what likely will not get a look beyond the email subject line. With that in mind, Penny helps develop timely, newsy spins for clients’ books and products, looking for fresh angles on topics the media is hungry for today. Instead of writing a press release, she crafts a professional, Associated Press-style article that a newspaper editor can proudly publish as is. Or, editors may be so taken with the topic, they’re inspired to have their own reporters do a feature length story using our clients as their sources.

Rich Ghazarian, Radio Campaign Manager

Rich Ghazarian came to EMSI with a strong broadcast media background. He enjoyed much success in radio and television for 15 years as an on-air personality, program director and music director in stations from California to New York City. Ghazarian has led several stations he programmed to #1 ratings.

After leaving the broadcast medium, Ghazarian worked for several advertising agencies in New York City in multiple capacities for clients: account representative, creative director, copywriter and media planning and execution. Ghazarian joined EMSI in 1998 as an account manager and has been with the company ever since.

As a result of his being on the “other side”, Ghazarian understands what makes for good programming and how to present his clients message attractively to producers. His professionalism has earned EMSI many accolades from producers and show hosts.

Ginny Grimsley, Print Campaign Manager

Ginny has been with EMSI for over seven years and has worked with our clients in every phase of their publicity campaigns, from scheduling radio interviews, arranging television appearances and obtaining print coverage.

As EMSI’s Print Campaign Manager, Ginny’s unique perspective of working with all media gives her a vital perspective of knowing what interests them and how best to position our clients, so as to be included in their publications. This keen insight has enabled Ginny to obtain broad coverage in key offline and online periodicals and news sites for our clients.

Ginny’s years of experience, media savvy and understanding of the entire PR process, provides our clients with a highly skilled and qualified professional representing them to the media.

Russ Handler, Television Campaign Manager

Russ Handler is a veteran of broadcast media and brings his diverse experience and talents to EMSI as the Publicity Campaign Manager (TV Specialist). His industry insider’s view has helped Russ deliver huge results for our clients.

Russ got his start in radio over 20 years ago and while in college at the University of Maryland; this led to on air news and production positions at radio stations in Annapolis, Baltimore and Tampa.

As the Assistant Director of Operations for Westwood One inTampa, wearing many hats, he also was a news writer, producer, anchor and traffic reporter. For nearly a decade, Russ was a well-respected Television Traffic Anchor and Producer, further learning the world of Television and truly knows what producers and show hosts want and don’t want when it comes to guest and product pitches.

Among other accomplishments, Russ is also a freelance voice over specialist and published writer for Associated Content, Examiner.Com and others.

Russ’ in depth media and television experience, combined with his writing skills make him an effective Campaign Manager (TV Specialist) that gets results for EMSI clients. When Russ was asked about his philosophy, he said, “It is really a great feeling servicing our clients and getting them the exposure they expect. It’s a personal satisfaction for me, because their success is my success.”

Damon Friedman, Director of Business Development

Damon Friedman has worked in the entertainment business as a DJ & MC at Universal Studios, where he ensured the success of corporate parties and the enjoyment of their guests.

Growing up in the Friedman family, Damon was immersed in the PR business from a young age. While he pursued his independent aspirations at a young age, he always knew he wanted to join the family business in some capacity.

As Director of Business Development, Damon uses his client and campaign handling skills to bring departments together and kick-start every client’s campaign!
On the weekends, Damon still enjoys working as a DJ. He also loves spending time with his wife, Rachel (EMSI’s Executive Sales Assistant), and their son Mason and new daughter, Daniella.

Eddie Velez, Director of Marketing

Eddie Velez came to EMSI with a strong marketing, graphic design and public speaking background. Eddie has helped companies big and small accomplish their marketing goals and helped a major healthcare services provider go from startup to being ranked 12th on NASDAQ’s top 50. With experience working with domestic and international clients, Eddie understands the demanding needs of getting your message delivered to your target audience.

As a speaker, Eddie has represented healthcare, electronics, travel and many other services. This well-rounded experience, complemented by his apprenticeship under Neal Martineau, a three-time winner of the Oglivy Award for Advertising Excellence, has built a portfolio that brings results.

As the Director of Marketing, Eddie works with the PR specialists to ensure that a balance of creativity and marketing principles are utilized for maximum results on your campaign. After all, what you say is important, but HOW you say it is MORE important.

Marti Carlson, Executive Assistant to the CEO

Marti brings a wealth of skills, experience and assets to EMSI that helps to streamline operations for greater results, internally and for our clients. With a Bachelor of Science degree from Iowa State University and over 10 years in public relations responsible for the supervision of national programs of social betterment groups, plus PR personnel training oversight worldwide, Marti complements the EMSI team extremely well.

Prior to joining EMSI, Marti enjoyed extensive Executive Assistance experience in a variety of industries that includes investment, real estate and technology. This experience gives Marti the foundation to ensure that the daily details needed for a successful operation are met.

As Executive Assistant, besides managing the many activities of CEO Marsha Friedman, she also oversees Human Resources, IT and infrastructure support and maintenance. Her daily tasks provide the support necessary that guarantees our Campaign Managers (TV, radio and print) provide our clients the very best service possible.

Rachel Friedman, Executive Sales Assistant

Rachel came to EMSI fresh from her 5-year stint as an International Corporate Trainer for a well-known food service brand. This position taught her vital skills in relationship management, information management and customer care, to name a few. In addition, this role provided her with fantastic exposure to the international marketplace.

Rachel started with EMSI in the position of Print Campaign Manager, where she revolutionized the execution of our client’s print campaigns. After fine-tuning her skills under the wing of EMSI’s CEO, she was able to push the successes of each campaign into a new realm. Aside from this, Rachel has a client-care focus second to none. She has a keen eye in developing print angles, a knack for picking and targeting publications that get results.

Now EMSI’s Executive Sales Assistant, Rachel assists EMSI’s sales team, keeping the area running like a well-oiled machine.

Cheryl Smith, Administrative Services

Cheryl has been with EMSI almost since the company was founded…Marsha affectionately refers to her as “the memory” of the firm. And it is true—there is virtually no detail about the operation of EMSI, going back eighteen years, that Cheryl does not recall.

Cheryl currently wears a number of vital hats that keep the gears turning smoothly, including database management, tracking all the statistics for print production and also for the marketing department. She also is very nimble as Marsha’s Internet researcher.

Over the years, Cheryl has worked in most every area of EMSI, and so is uniquely able to quickly and accurately pull up arcane (but valuable) bits of information that often save the day.

Cheryl is also the mom of Ginny Grimsley, EMSI’s Print Campaign Manager.

Terry Tinkelenburg, Accounting Services

Terry joined the EMSI family in 2008, bringing years of valuable finance and accounting experience to the company.

She really enjoys using her financial skills and experience to help people and businesses get their “financial house in order,” so that they are able to expand and prosper. Her expertise is certainly appreciated here at EMSI!

She also loves to read, garden, knit, study philosophy, and help people.

Nikko, Company Mascot and Chief Security Officer

We are lucky at EMSI to have Nikko watching over us and ensuring the safety and security of our offices!

Nikko’s mommy and daddy are Rachel and Damon Friedman, and Nikko has accompanied them to the EMSI offices for the past three years. He is a six-year-old mini schnauzer, and as lovable as they come! We’re hoping that if the day comes when he actually has to enforce office security, he can scare off an intruder, but it is hard to imagine!

He is friendly to one and all, and each day makes the rounds to the office of every member of the team, to say hello and make sure all is well. And of course, get some petting, too!