Our Senior People

Rick Cook, APR, Partner
Jon Schmid, Partner
Larry Edwards, Senior Writer
Todd Richissin, Media Strategist
Debra Robertson, Director of Science Strategy
JoAn Tamares, Graphic Designer
Kalie Standish, Account Coordinator
Cheryl Dye, Director of Economic Development
Deborah Castillo, Director of Social Marketing, Environmental Affairs

Rick Cook, APR, Partner

Rick is a founding partner of Cook & Schmid. He has counseled public relations clients in the financial services, technology, biotechnology, healthcare, hospitality, real estate, automotive and other industries for more than two decades. A strong public relations strategist, Rick is particularly skilled in media relations, investor relations, corporate communications, community relations, branding and reputation management programs. He has advised clients on such diverse challenges as environmental racism, airport expansion, and minority education, outreach and marketing.

He has both agency and corporate experience. Rick previously worked at Weber Shandwick Worldwide, one of the largest global public relations agencies; as a vice president and public relations manager for PNC Bank (NYSE: PNC), a Fortune 250 Company; as an independent consultant in public and investor relations; and vice president of The Gable Group, at the time, San Diego’s largest independent public relations agency. Prior to forming Cook & Schmid, Rick was a co-founder of Gable-Cook-Schmid Public Relations (GCS-PR).

Rick’s clients have included Fair Isaac, Pfizer, Tenet Healthcare Corporation and the San Diego County Regional Airport Authority. He has been responsible for national programs to launch new companies, new products and new technology through strategic public relations, analyst relations and marketing communications programs. He has secured exclusive coverage for his clients in major national print media and network television and radio.

His work has been honored with national and regional awards from the Public Relations Society of America (PRSA) and the International Association of Business Communicators (IABC). He holds a Master's Degree in English and has been accredited by PRSA.

Rick is a past president of the San Diego Chapter of the Public Relations Society of America and a graduate of LEAD San Diego, one of the country's foremost leadership development programs. Rick has long been active in community issues, primarily in the areas of affordable housing and civil right. He currently serves on the board of directors of Rebuilding Together San Diego, which revitalizes homes and neighborhoods for low-income homeowners and communities in need, with a particular focus on the elderly, disabled and families.

Jon Schmid, Partner

Jon is a founding partner of Cook & Schmid. His prior experience includes more than a decade of
work as a professional journalist at a number of publications, including the Chicago Sun-Times,
one of the nation’s largest metropolitan daily newspapers. As a journalist, Jon was twice
nominated for the Pulitzer Prize.

Specializing in strategic counsel and media relations, Jon helps corporate, non-profit and
governmental clients better manage their reputations with media and other key stakeholders. His
clients include NASSCO, M Ship Co., Koehler Kraft, San Bernardino County, Riverside County,
Forward Ventures, and others. Jon’s work in developing a four-page newspaper insert for the San Diego County Regional Airport Authority’s (SDCRAA) site selection initiative was awarded a 2005 Bronze Anvil by the Public Relations Society of America. Before founding Cook & Schmid, Jon was a founding partner of Gable Cook Schmid Public Relations (GCS-PR), which grew to become the seventh largest public relations firm in San Diego in five years.

In addition to his experience with the Chicago Sun-Times, Jon was a database editor for the
Raleigh News & Observer, an editor for a news wire service in Los Angeles, and a bureau chief for a boating publication. Jon continues to practice freelance journalism, often combining his love of writing with his passion for sailing and travel. His story about former America’s Cup skipper
Dennis Conner’s restoration of a 1925 Q-class sailboat ran as the cover story in the English
publication, Classic Boat.

Jon grew up in San Diego and he is active with a number of local civic and industry organizations. He is a member of the board of directors of the San Diego Natural History Museum and the San Diego County Taxpayers Association. Jon is also a 2004 graduate of LEAD San Diego. Since 2001, he has donated his time to provide public relations and media relations support for the annual San Diego Wooden Boat Festival, which donates all proceeds to Challenged America.

Jon earned an M.A. in journalism from the University of Missouri. He has won numerous
journalism awards for investigative reporting. Jon led the Cook & Schmid teams that captured a
Silver Anvil and a Bronze Anvil from the Public Relations Society of America in 2007. Cook &
Schmid was the only San Diego Agency to win the national industry awards both for its strategic
programs (Silver Anvil for branding and reputation management) and creative tactics (Bronze Anvil for media relations).

Larry Edwards, Senior Writer

Larry Edwards is an award-winning journalist and has covered San Diego business, politics and the America’s Cup for more than 20 years.

Prior to joining Cook & Schmid, he served as business editor for San Diego Magazine. Previously, he was editor of The T Sector magazine, The Log Newspapers and Maritime Quarterly. He also worked as a staff writer for the San Diego Business Journal and as a stringer for the Associated Press.

In the mid-’90s, Larry was a principal in Events Online, a website development firm that co-produced the official America’s Cup ’95 website as well as corporate websites. In 1999-2000, he covered the 2000 America’s Cup in Auckland, New Zealand, for the event’s official website.

He is the author of two books, including the “Official Netscape Internet Business Starter Kit,” published by Netscape Press.

Larry’s articles have appeared in national and international publications, including 48° North, Alaska Airlines, eBusiness Advisor, Grand Prix Sailor Weekly, Internet and Java Advisor, Los Angeles Times, New Zealand Herald, Sailing World, San Diego Log, San Diego Magazine, San Diego Metropolitan, San Diego Reader, San Diego Union-Tribune, Soundings, Yachting and Yachting World.

His awards include Best of Show from the San Diego Press Club in 1994, 1997, 2004 and 2005.

Todd Richissin, Media Strategist

Todd is a media relations consultant and writer for Cook & Schmid, providing several areas of specialization and a broad knowledge of effective targeted research, honed during more than 20 years as a journalist. Along with two nominations for the Pulitzer Prize, Todd’s work has been recognized with The George Polk Award and The Robert F. Kennedy Award for Excellence in Journalism, two of the most prestigious honors in journalism. In addition, he has been named Times-Mirror Journalist of the Year and has been an honoree and featured panel speaker at national conferences of Investigative Reporters and Editors.

His areas of expertise include the military; politics, government, legislative affairs and regulatory agencies; and criminal and juvenile justice.

Todd was a European correspondent for The Baltimore Sun, covering both the Afghanistan and Iraq wars. His duties included covering international politics, terrorism and features, which took him to more than 25 countries in Europe and the Middle East. His television and radio experience includes nearly four years as a regular analyst for the British Broadcasting Corp. and several broadcast outlets in London, New York, Baltimore and Virginia.

In addition to investigative reporting, he has covered politics, crime and federal court for The Associated Press, The News & Observer, The Baltimore Sun and Scripps Howard News Service in Washington, D.C., Washington state, New Jersey, North Carolina and Baltimore.

Todd has also authored a book, Fathers & Sons, which included more than thirty profiles of a mix of celebrity and every-day fathers and sons. The book was received with positive reviews universally and is in its second printing.

Todd earned an MSJ degree with a political science minor from Ohio University in Athens.

Debra Robertson, Director of Science Strategy

Debra Robertson, PhD, is a specialist in the strategic assessment of technologies and products for startup, high growth and established research, commercial and hospital environments. She helps clients define the competitive landscapes for their technologies, evaluate product development and intellectual property strategies to ensure pathways to commercialization, and position these assets positively to key audiences and the marketplace.

Robertson has more than 15 years postgraduate expertise in antibody development, enzyme and
cytokine development, protein and genomic engineering and proteomic technologies. As a former
director of intellectual property for several biotechnology companies, she is also experienced in
licensing, strategic planning and early stage fund raising.

In addition to her scientific and business background, Robertson is especially skilled at effectively
communicating detailed scientific principles to the non-scientific community, including investors,
analysts and the media. She has been a contributing writer to Nature Biotechnology for more than a dozen years.

Clients include a major cancer research center, start-up and midsize biotechnology companies and investment bankers. In 2003 she was recognized as the San Diego Business Journal’s “outstanding woman in business.” Robertson has a Ph.D. in microbiology from the University of California, Los Angeles, and a B.A. in biology from the University of California, San Diego.

JoAn Tamares, Graphic Designer

JoAn Tamares has worked as a professional graphic designer in San Diego for four years.  At Cook & Schmid, she has worked on branding, advertising and communication programs across a range of media for the agency’s forest stewardship, fire prevention and education campaign for San Bernardino County and the Mountain Area Safety Task Force (MAST); its work for the Department of Health and Human Services for Riverside County; and for the Pinnacle Award Program for Athena San Diego.

Prior to joining Cook & Schmid, JoAn was a graphic designer with the Schindler Marketing Group, where she specialized in identity and collateral development for clients in the real estate, hospitality and travel and tourism industries, and with the Partners in Learning Program, where she focused on large format designs for banners, flags, media backdrops and other promotional material.  JoAn holds a degree in graphic design from California Polytechnic

Kalie Standish, Account Coordinator

Kalie Standish focuses on community outreach, media relations and account support at Cook & Schmid. She was recently involved in a large-scale public voter-outreach and education campaign, working with organizational leaders, community groups and political advocacy groups to drive voter participation in the vote-by-mail option available to voters in San Bernardino County. Kalie oversees Cook & Schmid marketing opportunities and assists in all phases of client campaigns.

Before joining Cook & Schmid, Kalie worked as a PR intern with Huggan Consultancy, a London based PR firm.  This gave her an opportunity to work with the media in an international marketplace.  She was appointed Account Manager for their premier client, Millennium and Copthorne Hotels at Chelsea Football Club.  As Account Manager, she found a strong passion for event relations and organized press launches, tours and photo shoots with the media.

Kalie’s strong background in public relations and marketing makes her an asset to the Cook & Schmid team.  Her work with the United Way and other philanthropic organizations coincides with our various community outreach campaigns. 

A recent graduate of Michigan State University, Kalie is a newcomer to the San Diego area.  She received a B.A. in Advertising and was a member of the MSU Advertising Association. 

Cheryl Dye, Director of Economic Development

Cheryl has managed award-winning city and county community and economic development (ED) programs for more than two decades. She has specialized in founding and advancing ED departments for communities ranking among the fastest-growing in the country.  Cheryl has developed economic development strategic plans and marketing plans and been responsible for overseeing comprehensive business recruitment, assistance, and retention activities. She has also served as vice chancellor of community relations for a private university campus, responsible for all advertising, public relations and media relations. Cheryl has established and/or managed three state-designated Enterprise Zones and a Recycling Market Development Zone.

As ED Director for the City of Moreno Valley in the Inland Empire, Cheryl developed a comprehensive Council-adopted ED Strategy which included a target market analysis and strategic marketing agenda. She initiated broad-based promotional activities, including record-breaking business conferences targeting LA and Orange Counties, newsletters, special events, advertising and media campaigns, award-winning videos, collateral materials, city exhibits, a foreign trade mission, and targeted outreach efforts. She established a Business Loan Program, launched the 12,000-acre Oleander Industrial complex, and coordinated issuance of IDBs.

As ED Manager for the City of Chula Vista in San Diego County, Cheryl created an inter-departmental ED Team and again spearheaded development and implementation of the city’s first ED Strategy as well as first ED element of the city’s General Plan. A key strategic goal was to “enhance the City’s image to encourage business investment.” Cheryl played an instrumental role in establishing the city’s Hitech Zone and recruiting tech-based firms, including Leviton, Hitachi and Dai Nippon. She also played a leadership role in creating the award-winning Border Environmental Commerce Alliance (BECA), a public-private partnership dedicated to advancing the environmental technology industry in the San Diego-Tijuana region. Cheryl was Project Manager for recruitment of a four-year university campus and secured designation of land for a future regional technology park.

Cheryl subsequently served as ED Manager for the city of Riverside where she built a team of ED professionals and focused their efforts on highly targeted recruitment of upscale retail, restaurant, office and technology-based firms and expansion of the University Research Park. Updating the city’s marketing plan, the team developed an online property site selection program and demographic database, conducted advertising and media relations campaigns, produced collateral materials, sponsored real estate brokerage forums and VIP tours, and participated in trade shows. The team assisted property owners and developers with recruitment efforts and facilitated business park land use policy reform. Results included attraction of targeted office, retail, and tech-based firms and the structuring of a $26 million financial assistance package for a major local employer.

Deborah Castillo, Director of Social Marketing, Environmental Affairs

Deborah Castillo is a public relations professional with more than 17 years of professional
communications and management experience. She has developed public outreach, involvement
and environmental marketing programs and provided strategic counsel on public works and
infrastructure improvement projects. Deborah has in-depth experience in environmental behavior
change, program development and assessment, traditional capital improvement project outreach,
special events, message development, stakeholder relations, program marketing and television and radio creative advertisement writing and development.

She directed and managed the City of San Diego’s Think Blue® (www.thinkbluesd.org) media
and public advocacy campaign to reduce urban runoff to San Diego’s beaches, bays and
watersheds, including producing and writing multi Emmy and Telly Award winning Public
Service Announcements. In that role, she worked with environmental stakeholders on stormwater regulatory orders; managed communication of stormwater minimum Best Management Practices (BMPs) to stakeholders and civic groups focusing on residential and commercial BMPs; developed and tracked city wide municipal stormwater training, Storm Water and You, providing training on minimum residential BMPs for employees. She also coordinated regional advertising and information opportunities with other municipalities, including a two-day workshop on Community Based Social Marketing outreach attended by 135 staff from all jurisdictions and stakeholder groups.

Deborah holds a B.A. in English and an M.A. in Journalism. In addition, she has formal training in
group moderation and community-based social marketing.