Michael Shelling
Los Angeles,CA
Summary
Senior Public Relations Director
A publicity and media relations director highly regarded for 15+ years in corporate, global brand, product, events, and
reputation management for start-ups and Fortune 500 companies alike. Recognized as a leader with expertise in building
cross-functional teams to deliver successful PR and marketing strategies. Extensive experience working with licensed
properties and co-published content. Drives results-based strategic planning for full lifecycle product launches. A natural
relationship builder who works well with diverse personalities and people at all levels of an organization.
Overview
18
18
years of professional experience
Work History
Publicity and Communications | DC, A Warner Bros Discovery Company
Burbank, CA
01.2014 - Current
- Spearheaded worldwide public relations and communications strategy for DC publishing products featuring popular DC superheroes, including Batman, Superman, and Wonder Woman across periodicals, collections, original graphic novels and graphic novels for middle grade and young adult readers
- Developed publicity campaigns supporting publishing initiatives, including Convergence, Milestone Returns, DCYou, and Rebirth
- Led an internal staff of 3 plus a 3rd party agency to develop and execute global communications programs, creating a gradual, targeted build-up of awareness and ensuring consistent messaging in advance of product launches
- Collaborated with events and corporate communications team to support product and corporate strategies at major conventions and trade shows
- Contributed to the development of corporate messaging as part of publicity and corporate communications team
- Improved the quality of press interviews by leading media training for talent and company representatives
- Worked directly with internal stakeholders, including direct market sales, trade market sales, direct to consumer marketing, and social media to integrate PR work product into content
- Chosen to serve on the rapid response crisis communications team of eight with members from archives and social media to address and acknowledge DC-related and comic book industry related milestones
- Recognized as a natural leader, achieving a nomination to attend WB Leadership Training
- Ideated and championed the implementation of kickoff meetings for priority content, providing sales, editorial, marketing, social media, and publicity teams with a comprehensive understanding of content to develop messaging, themes and milestones that formed foundational strategic planning
- Optimized marketing campaigns through efficient and consistent messaging across all teams by crating Task Force meetings that included internal stakeholders, across sales, editorial, marketing, publicity, and social media
- Provided creative talent 360 degrees of visibility, improving deadline achievement and talent morale and satisfaction
- Increased overall press coverage by expanding outreach to incorporate a wider variety of outlets, including mainstream news, pop and geek culture press, and entertainment media.
Senior Public Relations Manager
Carbine Studios
Aliso Viejo, CA
01.2013 - 01.2014
- Generated positive publicity for the debut of the massive multiplayer online role-playing game (MMORPG), WildStar
- Built and nurtured positive relationships between company, gamer, and industry media
- Developed monthly highlight reels of press coverage and quotes for key internal stakeholders, influencing potential retail buyers and end users
- Inherited a debut video game’s product launch without a publicity plan and created a global launch strategy to generate buzz throughout development and post-launch
- Ideated and developed media boot camps to engage groups of the press in previewing the game, securing press coverage throughout game development and validating the unique selling proposition (USP)
- Crafted and launched a comprehensive publicity and marketing plan for trade shows, including press outreach for interviews, talking points for spokespeople, interviews, demos, and post-event recaps for internal stakeholders
- Delivered a streamlined convention presence, positioning the game in an organized fashion, securing substantial press coverage, and receiving five Best in Show awards and ten overall nominations.
Public Relations Consultant
Sony
01.2008 - 01.2013
- Developed PR strategy for entertainment and gaming industry leaders, including Midway Home Entertainment, Online Entertainment (Daybreak Games), The Game Agency, and Mattel Interactive (Red Orb Entertainment)
- Crafted publicity campaigns and provided support for key Midway titles, including Mortal Kombat vs
- DC Universe, Vin
- Diesel in The Wheelman, and This is Vegas
- Secured positive press coverage for the industry’s first console-based MMORPG, DC Universe Online
- Directed publicity and media relations for Daybreak Games’ Everquest II franchise
- Oversaw publicity for Sony Online Entertainment studios with distributed teams in Austin, TX and Denver, CO
- Helmed a publicity campaign promoting the creation of indie video game trailers using Intel products for The Game
- Agency’s Intel Video Superstars competition.
Education
Bachelor of Arts - Political Science (Public Law
University of California
WB Leadership Training (Warner Bros. Learning & Better Up - undefined
Skills
- Communications (Internal, Crisis, Corporate)
- Social Media Digital Marketing
- Media Training Message Development
- Presentations Events Conferences
- Community & Customer Relations
- New Product & Service Launches
- Creative Services Trade Show
- Press & Community Tours
- Licensing and Promotional Partnerships
- Press Conferences Junkets Tournaments
- Influencer Relations Announcement Strategies
- Microsoft Office Adobe Acrobat Adobe Photoshop
Timeline
Publicity and Communications | DC, A Warner Bros Discovery Company
01.2014 - Current
Senior Public Relations Manager
Carbine Studios
01.2013 - 01.2014
Public Relations Consultant
Sony
01.2008 - 01.2013
Bachelor of Arts - Political Science (Public Law
University of California
WB Leadership Training (Warner Bros. Learning & Better Up - undefined
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