Our Senior People

Rick Cook, APR, Partner
Jon Schmid, Partner

Tory Carroll, Account Coordinator
Deborah Castillo, Director of Social Marketing, Environmental Affairs
Cheryl Dye, Director of Economic Development
Grant Goad, Director of Interactive Media
David Kodama, Account Manager
Lawrence McGuire, Account Supervisor
Nathan Mueller, Graphic Designer
Debbie Robertson, Director of Science Strategy
Kalie Standish, Account Executive, Social Media Team Leader
JoAn Tamares, Graphic Designer

Get to know us!

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).

Tory Carroll, Account Coordinator

Tory is a new addition to the Cook & Schmid Public Relations team.  Prior to joining the team, she served as a Social Media Expert at Search Optics, a leading provider of online marketing solutions for retail and service business across the United States.  There she created various social networking profiles for a number of clients, drafted and distributed press releases, and maintained content for each networking profile. 

Tory received her B.A. in Communication with an emphasis in Public Relations from San Diego State University.  During her graduating year she assisted the Public Relations department at The Active Network, a leading provider of application services technology and marketing solutions for community service and participatory sports organizations, as well as San Diego Channel 6 News, a local San Diego news station.  Upon graduation, Tory furthered her experience in Public Relations through a three-month mentorship at J Public Relations, a full service public relations firm with offices in San Diego and New York.

At Cook & Schmid, Tory assists on accounts such as San Diego County of Environmental Health’s West Nile Virus Campaign, San Diego County of Mental Health’s Supportive Housing Campaign, Illumina, Allylix, and D.W. Morgan, to name a few.  Her focus is on social media relations, community outreach, and media relations.

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.

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.

Grant Goad, Director of Interactive Media

Grant is a 15-year media and entertainment industry professional.   Prior to joining Cook & Schmid, he was the managing partner of Agave Mobile, a full-service mobile marketing firm specializing in interactive technologies such as SMS, WAP, and mobile application development.

In 2004 he co-founded the first bilingual Latin music digital download service, MisRolas.com, and as the company's CEO oversaw it's funding and launch in the U.S. and Mexico.  During his tenure he signed licensing agreements with numerous music labels and content aggregators, and ran successful promotional campaigns with major consumer brands such as Hershey's, SonyStyle, and Café Ole/Sigma Alimentos.

Goad previously worked in the music industry, where he helmed productions for chart-topping Latin artists and worked for labels such as EMI, Universal and Sony.  He earned his B.A. in Latin American Studies from the University of California at Santa Cruz, and is fluent in Spanish and Portuguese.

David Kodama, Account Manager

David Kodama is an award-winning journalist with 20 years experience creating content for business, technical, trade and consumer publications and member associations.

He has served as the Editor of BWB Magazine, Pacific Coast Sportfishing magazine and all Service Support Professionals Association (SSPA) content including the association newsletter, white papers, best practices committees, case studies, conference sessions and live webcasts. In his first year with BWB Magazine, the publication was presented with a WPA Maggie Award for Most Improved Magazine based on its content and graphic design improvements. David has also functioned as Senior Editor with Managing Automation, eCommerce Business and Advisor Media writing feature articles, columns and interviews. With Advisor Media, he directed the launch and content of seven publications and three conferences.

With Cook & Schmid, David has been involved in the creation and development of both print and online newsletters for clients including the San Bernardino County Office of Administration and Santa Fe Irrigation District. He also researches and develops content for the City of San Diego Redevelopment Agency.

David’s freelance writing has also appeared in Western Outdoors magazine and Cabelas Outdoor Journal. He has had the privilege of attending the Stanford Professional Publishing Course.


Lawrence McGuire, Account Supervisor

Lawrence McGuire is a Public Relations professional with over 14 years experience developing and implementing complex public and media outreach programs. His extensive public sector experience includes work for a major water district; city government work on several key projects, including two citywide planning initiatives; $4.6 billion and $773 million water infrastructure improvement programs; storm water pollution prevention education; and park and recreation facility improvement projects.

Lawrence has a proven ability to develop excellent working relationships with community stakeholders, consultants, project teams, contractors, agency staff, elected offcials and the media.

In late 2001, Lawrence accepted the position of Senior Public Information Officer at the City of San Diego Planning Department. He developed and implemented public and media outreach programs for the City of Villages growth strategy as part of San Diego’s General Plan. Lawrence continued his career at the City’s Storm Water Pollution Prevention Program as part of the Think Blue citywide community education and behavior modification campaign. He then worked for the City’s Park and Recreation Department, overseeing media and public relations events related to multi-million dollar improvement projects at the City’s various park and recreation facilities.

Lawrence holds a B.A. in Communication from the University of Washington.


Nathan Mueller, Graphic Designer

Nathan is a graphic design and marketing professional who translates complex strategies into bold, compelling, and sophisticated creative concepts. Prior to joining Cook & Schmid, Nathan was part of the graphic design staff at DC Shoe Company, where he was charged with creating cutting-edge designs while maintaining brand integrity. He has also worked at E-Factor Media, where he helped design Web sites for clients such as Rain Bird (irrigation systems), and the California Council for Economic Education.

A native of Milwaukee, Wisconsin, Nathan has a degree in Graphic Design from the Art Institute of California, as well as degrees in Accounting and Finance from the University of Wisconsin, where he graduated Cum Laude.


Debbie 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.

Kalie Standish, Account Executive & Social Media Team Leader

Kalie Standish focuses on social media relations, community outreach, media relations and account support at Cook & Schmid. She has worked for such public sector clients as the City of San Diego Redevelopment Agency, San Diego County Mental Health Services and multiple projects for San Bernardino County and Riverside County. She also supports such private sector accounts as Illumina, named the fastest growing technology company in the country by Forbes, and ICW Group Insurance.

Kalie’s prior marketing experience was in the arts, tourism and hospitality and includes international experience with London-based Huggan Consultancy, agency for the Millennium and Copthorne Hotels at Chelsea Football Club.

Her strong project management skills are complemented by a specialty in social media and Web 2.0. As team leader, she coordinates Web 2.0 tactics for Cook & Schmid and across our client teams. Kalie’s expertise makes her a sought-after volunteer. Her work with the United Way and other philanthropic organizations coincides with our various community outreach campaigns.  She recently created and implemented a social media strategy for the American Foundation for Suicide Prevention’s Out of the Darkness fundraising walks in San Diego, Los Angeles and Riverside counties. The organization significantly exceeded its participation and development goals.

A recent graduate of Michigan State University, Kalie received a B.A. in Advertising and was a member of the MSU Advertising Association.

JoAn Tamares, Graphic Designer

JoAn Tamares leads Cook & Schmid’s graphic design team, which helps clients translate identity
appropriately for branding, advertising, and communication programs. Her experience crosses travel and tourism, the education sector, and real estate development, and encompasses both print and digital media.

At Cook & Schmid she has been directly involved in the firm’s award-winning design work for public sector clients. Specific projects include: 1) the agency’s forest stewardship, fire prevention and education campaign, 2) voter outreach and education program, and 3) At Your Service program, all for San Bernardino County. Other public sector projects: a program to promote 211 and destigmatize homelessness for the Department of Health and Human Services for Riverside County; refining the brand and redesigning a family of fact sheets, brochures, banners and other collateral for the City of San Diego Redevelopment Agency; and for the
Pinnacle Award Program for Athena San Diego.

Prior to joining Cook & Schmid, JoAn worked for the Schindler Marketing Group. JoAn holds a degree in graphic design from California Polytechnic State University, San Luis Obispo.