Jim Sarlo is an experienced communications and public relations professional with 20 years of experience helping organizations increase sales, market share, stock valuation, and reputation. He has developed strategies that secured positive media coverage and thought leadership for clients in industries such technology, healthcare, and finance. His work resulted in increased revenue, market share, and stock prices for clients including Gateway, Quintus Corp, and HP.

1. James Edward Sarlo
376 Covington Ter race  Buffalo Grove, IL 60089  847-738-1887  jim4thejob@yahoo.com
PROFILE Communications & Public Relations
An award-winning professional with 20 years of strategic communications and public relations
experience, Jim enables organizations of all sizes to tell compelling stories that catalyze target
audiences – customers, investors, media and partners – into desired action.
His career is hallmarked by helping organizations increase sales, market share, stock valuation and
external reputation by developing communications strategies and key messages, as well as securing
media coverage, that align to client business goals.
RESULTS Stock Valuation Increase
 Served as PR agency’s primary media relations agent for Gateway’s C-Suite, corporate and product
initiatives during its transition from a quirky computer maker to market bellwether. Transformed
Gateway CEO Ted Waitt into a thought leader on major business and market issues. During this time,
the company’s share price increased from $17 to $40.
 Successfully launched Quintus Corp’s IPO (two months preparation) by generating consistent quite-period
coverage, as well as Wall Street and media excitement. Results included a $55 opening share
price ($43 above set price), netting Quintus $81 million and $1.77 billion in market capitalization.
RESULTS Revenue, Sales & Lead Generation Increase
 Helped AMEC Corp. frame the national discussion on airport screening technology after 9-11-2001
(via interviews / editorials) and drove new business opportunities by securing 40 interviews in 30 days
for its baggage-screening expert in markets whose airports needed to install screening technology.
 Generated coverage resulting in over $1 billion in new business for Wilmington Trust, its entry into
a new financial services niche and brand transformation to a high-net-worth wealth manager.
 Saved Bayer $24 million via a New York Times feature that attracted the purchaser of its $12 million
manufacturing facility, which needed to be sold in one year (similar facilities average six years to sell)
to achieve Bayer’s goal to bring a new employer to Elkhart, Ind. before relocating.
 Increased sales for several Prentice Hall books by securing positive reviews and author thought
leadership in influential stock market blogs and media. Highlight: Secured 60+ interviews /
placements for author Michael Panzner in the scope of 40 work hours.
 Boosted sales for a Medtronic medical device division by 18 percent over the previous year via a 12-
city media campaign showcasing local-market physicians and patient Jerry Lewis (comedian).
 Drove prospective clients to SAP through successful strategy and media coverage via agenda surfing,
executive thought leadership and customer successes. Organically grew the account managing four of
SAP’s five Business Suite solution areas (including CRM), priority industries (Banking, Manufacturing
and Retail), and serving as its internal PR manager for PLM, SCM and SRM.
 Managed a six-member team ($700,000 annual budget) and served as primary writer / editor
simplifying highly-technical messaging on HP Storage – one of two business groups CEO Meg
Whitman identified as critical to the company’s continued success. Results included:
 Quarterly coverage increases (by as much as 21,850 placements) that complimented HP
Converged Storage revenue growth (up to 48 percent Y/Y) over the same period.
 Generating coverage volume that surpassed other HP business units in three out of four of HP
Enterprise Group’s most successful quarterly PR campaigns.
 Rocketing to first place in PR share of voice over competitors, including maintaining the #1
ranking over three quarters and besting market-leader EMC by as many as 15 percentage points.
 Developed and implemented national and local market media campaign that resulted in new business
leads for Unisource Systems (one the country’s first network integration firms).
RESULTS Market Share Increase
 Forged critical relationships for Microsoft with education association leaders (beholden to Apple) and

2. generated media coverage of schools migrating to PCs, resulting in Microsoft products being added to
school district “purchase approval lists” and sales-driving partnerships with national education
organizations, key industry influencers and school districts countrywide.
RESULTS Market Share Increase ( c ontinued …)
 Seeded Microsoft’s flagship hardware product, EasyBall, with the top 50 U.S. library systems.

Assisted in media training various clients, including Encyclopedia Britannica executives for the
company’s first analyst / media tour to gain CD-ROM encyclopedia market share from Microsoft.
RESULTS Corporate Reputation & Market Leadership Increase
 Expanded Oracle’s division and product strategies into the business media by training executives to
articulate the financial benefits customers receive from using Oracle products and how the company’s
business strategies contribute to its market share and long-term growth.
 Worked with the Pentagon to secure responsible coverage of AMEC Corp.’s lead involvement in
Ground Zero cleanup and Pentagon reconstruction after 9-11-2001.
 Spearheaded 9-11-2001 crisis media effort disseminating accurate information via national and NY
media to families of 1,700 Aon employees in the World Trade Center. Working closely with senior
executives (Ground Zero and Chicago headquarters) played a critical role in streamlining information
to families, particularly while Aon’s phone lines and Web site were down.

Developed messaging, strategy and OpEds for Allstate Insurance’s president urging the creation of
a national catastrophe management response program.
 Secured successful thought-leadership coverage on corporate transparency and financial integrity for
Dell COO Kevin Rollins, laying groundwork for his transition to CEO.
 Helped develop executive positioning strategy for Nortel CEO John Roth and generated thought
leadership coverage on key Internet and telephony network issues.
 Developed comprehensive public relations plan for AT&T Wireless’ national cell-phone etiquette
campaign designed to change and improve consumer behavior.
 Fostered strong relationships for Intel with print and broadcast media via quarterly in-person
interviews featuring the latest “must have” consumer technologies.
RESULTS Competitive Depositioning
 Spoiled Compaq’s “PC Theater” launch (a Gateway PC/TV copycat) by securing Gateway customer
research and executive quotes in every media outlet (Associated Press, USA Today, Wall Street
Journal, etc.) in which Compaq secretly embargoed launch stories. Leveraged journalist contacts to
determine “PC Theater” product specs and when and in which outlets Compaq planted stories. Killed
San Francisco Examiner and Denver Post articles by emphasizing that Gateway created the PC/TV
category a year earlier and its product was more functional / affordable than Compaq’s new “PC-Theater.”
Secured interviews for Gateway’s CEO and other executives with 13 remaining media
outlets, many featuring Gateway more prominently than Compaq in “PC Theater” launch stories.
 Utilized business and technology media as a weapon in helping US Robotics win the 56k modem war
by dispelling misinformation disseminated by competitor Rockwell.
RESULTS Successful Event & Product Launch Coordination
 Orchestrated Gateway’s largest (weeklong) media event announcing its entry into the enterprise
market (Business Week feature), a private dinner party for its CEO with high-profile publishers /
editors, product demos (trade / consumer media) and briefings for senior executives (financial media).
 Drove media strategy and execution of the most successful product launch in Encyclopedia
Britannica’s storied history (its first fully-functional multimedia CD-ROM product), securing hundreds
of feature stories and reviews in the most influential international media outlets.
 Introduced Britannica.com as the blossoming Web’s most authoritative information source by
leveraging editors’ in-depth knowledge about timely issues of interest to the media.
 Launched ChicagoTribune.com by positioning the managing editor as a visionary / thought leader
on online media and the medium’s evolution.
 Successfully launched TCI’s local phone service in the company’s second national market (Arlington

3. Heights, Ill). Positive media coverage (despite TCI’s poor local reputation as a cable provider)
generated immediate interest from residents desiring to switch to the service.
 Unveiled Motorola’s digital cell phone line (via a NY media event) generating positive national
business / consumer coverage despite Motorola introducing digital a year after competitors.
SKILL SET Communications & Public Relations
 Wordsmith: Adept at simplifying difficult-to-understand concepts and jargon for mainstream
audiences via writing and editing blogs, byline articles, newsletters, pitch letters and press releases.
 Media Maven: Renowned for cementing relationships with top business journalists that translate into
positive coverage with a single pone call. Jim’s references have included lead reporters at Dow Jones,
Fortune, Reuters and Wired covering his clients’ vertical markets.
 Agenda Surfer: Accomplished at identifying creative ways to insert clients into current news cycles
by swiftly securing and packaging executives’ thought-leadership into mediable pitches.
 Strategic Asset: Specialization in PR plan development, guerrilla media campaigns, business media
relations, competitive analysis, creative troubleshooting / problem solving.
 Image Maker: Practiced in organization / executive / product branding and positioning, crisis
communications, media training, company launches (and entry into new industries, geographies and
product categories), IPOs and special events.
 Motivated Manager: Skilled managing multiple teams and media relations strategy for international
PR agencies’ largest accounts and offices’ client rosters, and directing staff training and development.
EXPERTISE Communications & Public Relations
 Trusted Business Partner: Range supporting organizations of all sizes – including many of the
world’s most-renowned corporations, well-known products and high-profile executives – some during
their companies’ maturation from up-and-comers to industry bellwethers.
 Business Grower: History of organic account growth – including during economic downturns and
amidst broader client budget cuts – via strong relationships and results that exceed expectations.
 Account & Team Builder: Track record of turning-around / stabilizing “troubled” accounts, bonding
with “difficult clients”, and one-on-one mentoring leading to team-member performance turnaround.
 Project Reclamation Expert: Recognized as an 11th-hour go-to person to turn around troubled
projects, delivering results that exceed client expectations.
 Honored: First-place recipient of the PR industry’s CIPRA award (Technology Hardware category);
competitive depositioning campaign profiled by Paul Holmes in Reputation Management.
OVERVIEW Career History
 -  Manager
Managed high-profile portions of agency’s two largest global accounts: HP and SAP.
 Jim Sarlo Public Relations  Principal 2 06
Served as acting media-relations director for an international PR agency’s Chicago office.
 KemperLesnik Communications  Group Supervisor
Directed cross-functional teams implementing media relations, branding and crisis initiatives.
 Hill & Knowlton  AE  Sr. AE  Group Supervisor
Generated organic budget growth serving as a lead media strategist on many of agency’s largest
accounts; recognized as a go-to person for C-Suite positioning in financial / news / consumer outlets.
 Marcy Monyek & Assocs.  Marketing Associate  Media Specialist
Developed materials and secured national / trade coverage for Microsoft’s key education initiatives
(Net Day 96, Teacher of the Year, B. Gates’ Wash. D.C. address to government / education leaders).
 Dragonette PR  Assistant AE  Jr. AE 1994-1995
Grew several client budgets by increasing media placements by an average of five per month.
Coverage resulted in new business opportunities for clients.

4. EDUCATION Ball State University, Muncie, IN  B.S. Degree in Journalism/PR
1994
James Edward Sarlo
376 Covington Ter race  Buffalo Grove, IL 60089  847-738-1887  jim4thejob@yahoo.com
Client & Industry Experience
Consumer British Airways; L’Oreal; Sony
Economic Development
City of Aurora, Illinois; Invest Northern Ireland; Netherlands Foreign Investment
Agency; Welsh Development Agency
Energy Gov. of Turkmenistan; Maine Yankee Nuclear Plant
Financial Services
Allstate Financial Services; Allstate Insurance Co.; The Economic Outlook Group; GE
Small Business Finance; GE Healthcare Financial Services; ITT Real Estate Finance;
RABO Securities, USA; Wilmington Trust
Hardware (Tech)
Dell; Gateway; General Instrument; HP (Converged Infrastructure and Storage); Intel;
Lightworks Editing Systems; S3; SAP; Tektronix; US Robotics-3Com
Healthcare Abbott Labs; AdvaMed; Bayer; Medtronic
Internet
Allied Riser Comm.; BizBuyer.com; Britannica Online; Chicago Tribune Online;
click2send.com; Epylon.com; Socialnet.com
Legal Cassiday Schade & Gloor
Professional Services Accenture; Aon Risk Services; CDW; PricewaterhouseCoopers; Unisource Systems
Publ ishing Prentice Hall
Real Estate
AMEC; American Family Insurance; Equity Office Properties; ITT Real Estate Services;
Simon Retail Properties; Urban Retail Properties
Software Encyclopedia Britannica; GK Intelligent Systems; Microsoft; Oracle; Quintus; SAP
Telecom
AT&T Wireless; GRCI; Motorola; Nortel Networks; Premiere Technologies; Sony
Ericsson; TCI