The No-Spin Doctor:
Revealer of media truth that hides in plain sight
Mark Mathis is that rare speaker who leads you to the obvious-and then
shows you powerful truth that you somehow overlooked. When he speaks,
you find yourself in the midst of an amazing treasure hunt-inside your
own brain. Mathis demonstrates that most of what you need to know about
attracting great publicity, delivering excellent quotes, or managing
a media crisis you already know. You just have to learn to put it to
work in a systematic way to attack any publicity project or problem.
Mark challenges your intellect, but does it in a fun and lively setting.
One minute youre engaged in high-level thinking and the next youre
laughing at your own naïve assumptions. His ideas, philosophies,
and communication skills will make you think about familiar concepts
in a new way. With Marks method youll actually increase
your media knowledge while decreasing mental clutter. Its a liberating
The Mathis Story
For more than two decades Mark Mathis has studied the media, been the
media, and seduced the media. Through it all he discovered something
amazing: The massive amount of press knowledge he acquired over the
years led him back to a few simple truths that can turn anyone into
a media master.
Its not the depth of Marks media experience that makes his
training so powerful. Nor is it the tremendous success he has had in
consulting with Fortune 500 companies, government officials, and professional
athletes. Ironically, all his years of being a member of the press and
a media consultant proved to be as much an obstacle as an asset as he
focused his energies on becoming a media trainer. Thats because
his vast knowledge and experience allowed him to approach any media
problem or opportunity with an uncanny, intuitive understanding of what
needed to be done. As Mark quickly discovered, there is no way to teach
experience and intuition. That realization prompted him to approach
the subject from an entirely new direction-one based on a straightforward,
By analyzing the behavior of journalists, Mark pinpointed consistent
handicaps and motivations across all media. From there he identified
a set of rules that anyone can follow in the quest for more and better
media exposure. The power of Marks training is not based on a
mountain of information that you must climb, but in a manageable method
that bypasses confusing misconceptions and unnecessary minutiae.
History & Credentials
Mathis Media was formed in February 1994. Prior to that time, Mark worked
as a TV news reporter and anchor at five stations in four markets. He
traveled from the California coast to historic Charleston, South Carolina
to the lights of Las Vegas to the high desert of New Mexico. Since leaving
the news business, Mathis has consulted with Fortune 500 companies,
small businesses, government agencies, universities, collegiate and
professional athletes, non-profit organizations, politicians, and office
holders from state government to the U.S. Congress. Mark is a frequent
newspaper contributor on media issues, an occasional talk-radio guest
and even hosted his own show on 50,000-watt KKOB AM.
While Mathis continues to provide consulting services to a select number
of clients, he now spends most of his time speaking to audiences that
want to learn his practical system for consistently getting great media
Sampling of Clients
American Anthropological Assn.
Intimate Brands Inc.
Mothers Against Drunk Driving
Nations Bank (now Bank of America)
TriCore Reference Labs
Victorias Secret Catalogue
U.S. Department of Energy
U.S. Department of Justice
Any good speaker can-and should-fire up an audience. However, the true
test of a speakers value cannot be measured only by applause,
but also by what those who attend do with what they learn. Hear what
people say about Marks programs after theyve heard him speak
and after theyve put his training to the test.
"I've been using Mark's Media Rules for years and the results speak
for themselves-excellent coverage in major newspapers, magazines, television
news, and the Internet. Now reporters call me because they know I will
give them what they need when they need it. I owe all our success to
following the Media Rules."
Steve McKee, President, McKee/Wallwork/Henderson advertising
We offered Mark Mathiss media training course for the first
time in 2001 and our members loved it! Their only complaint was that
they wanted more. So were bringing him back this year and feel
confident the rave reviews will follow!
Ghita Levine, Director of Communications, American Anthropological Association
"The Media Training Rules that Mark teaches simplify a very difficult
topic and prepare everyone, including professional athletes, to confidently
interact with the media."
Mark Freeland, NB3 Inc., Professional Athlete Agent
"Before the Media Rules, I was constantly being eaten by the Beast,
then raging about being misquoted and treated shabbily. Now that the
Rules have become second nature to me, the Beast is my friend and helps
to get the message out my way."
David Campbell, Vogel, Campbell, Blueher, & Castle P.C.
Marks program is very well done. His systematic approach
is easy to learn, apply, and remember.
Barbara Little, U.S. Dept. of the Interior
Marks Media Rules system is excellent. The role-playing
exercise is an eye-opener. I highly recommend it to anyone who needs
to deal with the press.
Don Power, CEO, Jaynes Corporation
Mark is a rare talent, very knowledgeable, experienced, engaging
and charming. I wish I had taken his course years ago.
Vic Chavez, CEO Chavez, Grieves Consulting Engineering
The interactivity of the training and the mock interviews are
Monica Schoch-Spana, Center for Civilian Bio-Warfare
Marks inside track will help steer our companys new
project to the right people through the press. Great job, Mark!
Luciano Maes, Marketing Manager, Summit Electric
As I was about to climb Mt. Everest I actually feared the media
more than the mountain. But Marks expert training enabled me to
confidently work with reporters in getting my message out. I couldnt
be more pleased with the coverage I got in People magazine, on TV, radio,
the Internet, and in many major newspapers.
Kim Gattone, Mountaineer
Mark Mathis clearly shows you that the media is not your enemy,
but a misunderstood beast that can be tamed.
Terri Stewart, CAO, TriCore Reference Laboratories
Mark Mathis cuts to the heart of the Media Beast with astonishing
clarity, speed, and power.
Dawn Chatty, Refugee Studies Centre, Oxford University
Marks Media Rules conference was right on track
for Santa Fe Southern Railway and I cant wait to share some of
the principles with my coworkers and our board. Thanks for a whole new
understanding of how to effectively work with the media.
Carol Raymond, Marketing Director Santa Fe Southern Railway
Mark is the voice of experience who helps you deal with reporters
on their terms, but to your advantage.
Ed Liebow, Environmental Health & Social Policy Center
Marks phenomenal creative abilities poised with his extensive
knowledge of the field make him an unbeatable expert and tops in my
Zizi Terrasas, Regional Manager, Loewen Group
Getting a feature story on the number one rated TV station in
town and now landing on the front page of the paper (Sunday edition
in color!) has got my superiors convinced that your program is very
Kevin Chadwell, Marketing Specialist, Presbyterian Healthcare
Marks training gave me a roadmap to publicity success. Before
his conference I didnt have a clue that there even was a road,
let alone how to get on it.
Mary Golden, CEO, Workspace Dynamics
Fast paced, thought provoking, highly practical, and fun.
Marta Rohatynskyj, Ph.D. University of Guelph, Ontario Canada
I always knew the media was a beast and I was frightened
of it. But then I had the good fortune of going through Marks
training and the results have been phenomenal. Were getting the
best press weve ever gotten and our messages are sticking.
Terry Huertaz, Mothers Against Drunk Driving
Mark is so dynamic and motivating! My attention didnt flag
at all. Mark superbly fielded resistant comments from this press-leery
Kathryn Oths, Ph.D., University of Alabama
In the months since I learned the Media Rules I have scored several
positive publicity hits. The big one came last week, a large, color
photo on the front page! That publicity hit alone is doing wonders for
my political career. All I can say is, the Media Rules work, they REALLY
Joe Mohorovic, NM State Legislator
Anyone who wants to reach a mass audience needs to know this stuff.
Marks program is comprehensive, clear, and inspiring.
Hendrick Serrie, International Business Expert
This is the best media course I have attended in 22 years of PR
work! Great job, Mark!!
Nelson Miller, New Mexico Military Institute
I came expecting a graham cracker of a workshop and got the hot
fudge brownie sundae of media understanding.
Carol Owensby, Educator
Mark is a dynamic speaker with a dynamite program who instantly
connects with his audience.
Kathy McGee, Century Bank
I am extremely impressed with Mark Mathis. His course is fascinating,
highly useful and lots of fun.
Karyn Scott, Public Affairs Director, Philips Laboratories
Great stuff! Mark structuralized my intuition.
Jerry Pacheco, Santa Teresa Real Estate Development
Practical, focused, incredibly enlightening, and very helpful.
Jack Brant, Rodey Law Firm
Mark brings the seemingly secret world of the media into complete
focus. His presentation style is so engaging and approachable.
Lisa Stephenson, Lovelace Health Systems
I now know that I have been driving blind. The Media Rules are
George Marquez, Public Relations Specialist
The beauty of Marks systematic approach to getting great press
is that anyone can use it and be successful. The Media Rules work for
the large and the small, business and government, non-profit groups,
and political organizations. Individual success stories number in the
thousands. And, by the way, Mark practices what he teaches.
Mark Leads By Example
The 505 Crusade
In 2001 Mark and two other businessmen used the Media Rules to save
their state an estimated $50 million-no kidding. New Mexicos public
regulation commission (NMPRC) announced it was going to add a new area
code to the existing telephone prefix, 505. Astonishingly, the NMPRC
voted to change the code in the states most populous region (the
core of business, industry, and government) while allowing primarily
rural areas to keep 505. Mark and his partners were not about to allow
the politically motivated-and fiscally irresponsible-decision to stand.
They formed the 505 Coalition and used the news media to
apply enormous pressure on NMPRC members. Long story short-the 505 Coalition
stopped the decision, and now it appears that through number conservation
measures a new area code wont be needed for many years. The Media
Rules reversed a foregone conclusion, turned the issue into the biggest
state story of 2001, and saved a lot of people from paying an unnecessary
after the Terror
In the aftermath of the terrorist attack on the World Trade Center,
Bible teacher and author Lenya Heitzig prayed for a way to help ease
the pain. The inspired answer was to produce Mercy Bands-a
silver bracelet remembrance for those who died on 9/11. The idea was
to have people purchase bands bearing the name of a single victim. The
wearer of the band would then pray for that persons family-in
most cases someone they had never met. Mark guided Lenya through the
publicity process using the Media Rules. Mercy BAND was featured on
ABCs Nightline and on CNN. Many major metropolitan
newspapers picked up the story, including the Washington Times, the
Dallas Morning News, the Las Vegas Review-Journal, New Jerseys
Star Ledger, and the Minneapolis Star. Many more news web sites jumped
on the story, including that of the New York Times and MSNBC. Lenya
also did a large number of radio interviews. More than 40,000 people
purchased Mercy Bands.
Intel Corporation had a problem. It wanted to reinvest 8 billion dollars
into one of its computer chip manufacturing sites, but it couldnt
swing the deal without an industrial revenue bond. (An IRB reduces tax
liability.) Activist groups called the deal corporate welfare and demanded
that Intel pay all taxes. Mark worked with Intel officials on a media
plan that created momentum for the project. The complex IRB program
was greatly simplified so reporters-and therefore the community-could
see that the relatively small tax break on such a huge investment was
a great deal. With the strength of positive press coverage the largest
IRB in world history passed unanimously. To sweeten the deal, Intel
agreed to build the city of Rio Rancho, NM a new high school, and the
community got an additional 2,000 high-paying jobs.
Secret About It
When Victorias Secret Catalogue was about to open up a new call
center it needed excellent press in order to attract lots of job applicants.
VSC hired Mark to get the job done. In one day he used his media savvy
to get the lingerie giant so much coverage on TV, radio, and in print
that Victorias Catalogue was anything but a secret in this new
market. More than 3,000 people applied for VSCs 400 jobs.
Conference Attendees Put Marks Programs to Work
The success stories of people who have put Marks method to work
are too numerous to count. Listed below are a just a handful that span
a wide range of media needs.
Political newcomer Heather Wilson found herself in a dogfight as she
tried to win a seat in the U.S. House of Representatives. Five days
before the election Wilson was about to debate her opponent live on
television for the second time. The first debate had gone badly and
polls showed she had lost ground. After 90-minutes of one-on-one coaching
with Mark, Wilson confidently bested her challenger and turned the dead-heat
race into a four-point victory. Nice job, congresswoman.
Business, Big Time Coverage
Andres Gallegos has wanted national press exposure for his Z-coil shoes-an
innovative product that helps relieve leg and back pain with the help
of a large spring in the heel. After attending a Media Rules session,
Andres landed coverage on CNNfn, among other media outlets.
Classic Before and After
Managers at Specialty Mortgage were very unhappy after a financial industry
trade journal published an article on the company. The story was riddled
with inaccuracies. After the companys office manager attended
one of Marks media training sessions she landed a second story
in a competing magazine. She followed the Media Rules and was thrilled
with the accurate, positive coverage.
Open to Opportunities
Economic Developer Mark Lautman wanted regional press coverage to create
wider awareness for an industrial park he was building on the U.S.-Mexico
border. After a short review of materials he received at one of Mark
Mathiss conferences he made put some information together and
made a few phone calls. A week later his story appeared in the
Not for Profit, but a Need for Press
El Rancho de Los Niños is a small, non-profit that enables orphaned
and abandoned children to grow up together. When the group built its
first home with the help of corporate donors the organization wanted
some press coverage to reward the contributors and to spark community
awareness for future donations. The manager of Los Niños attended
one of Marks training sessions and within a few months won a front-page,
Sunday edition newspaper story.
The Mathis Difference
While others attempt to cram information into your head, Mark simply
draws out whats already there and gives it a practical, workable
structure that helps you remember and apply it. This is the critical
difference that elevates Marks training above all the rest. Its
extremely difficult to learn a lot of new information in a short period
of time. And its virtually impossible to keep that knowledge in
your head if its not structured. How many times have you learned
valuable information from a speaker only to wonder weeks later where
all your newfound wisdom has gone? It seemed great at the time, but
somehow the power leaked away.
All of Marks programs are based on the Media Rules methodology.
When Mark addresses your group, every tool, example, illustration, and
technique is connected to the same simple set of Rules. This is the
power of his structured approach-each piece of his instruction is intertwined
and reinforced by every other piece. While other media experts dispense
their wisdom in scattered bits and pieces that will quickly fade away,
Mark weaves a tapestry of practical knowledge that you can put to use
in the next days, weeks, and years to come.
Mathis Media Services
Mark is a communications coach. His specialty is assisting clients and
conference attendees in the craft of high-octane, targeted message delivery.
No matter the program or the venue, its always a systematic process,
which is the key to being successful time and time again. Practical,
Memorable, Doable is Marks philosophic foundation. He clears
a wide path toward your communications success, making it as smooth
and easy as possible, but ultimately you will be the one who gets the
No matter what category your group falls into, Mark has a program that
can be tailored to your publicity needs. Because its more effective
for people to learn from real-world examples from their specific industries,
Mark maintains an extensive file of media clips that cover virtually
every profession. That means businesses go to school on other businesses,
legal groups get law examples, educators learn from the successes and
failures of other teachers, etc.
Marks specialty is his core Media Rules training that
is offered in half-day, full-day and two-day sessions. He also delivers
breakout workshops in 60-minute to two-hour time frames. Below is a
sampling of topics covered in Marks presentations:
No matter how practical and user-friendly the material, its always
comforting to have the master hold your hand-at least in the beginning.
Mark does not run a public relations company. He will not take on your
publicity projects by himself. What he will do is stand alongside your
group and help your team locate and execute publicity opportunities.
Mark will guide you through sticky situations. He will teach you a simple
method for crafting soundbites and quotes that reporters cant
resist. While other PR professionals and media experts like to make
you dependent on their skills, Mark does just the opposite. After a
short time with Mark you wont need him-or any other media
It doesnt matter whether youre trying to reach an audience
through the media or from behind a podium; the core communication skills
are the same. In Marks speech training sessions he shows his clients
how to deal with the irrational fear of public speaking by following
a small number of rules. Once the public speaking is simplified to a
Practical, Memorable, and Doable system, clients find a pool of confidence
that they never knew existed. In his many years of service, Mark has
worked with CEOs, state and federal politicians, officials from various
organizations, and athletes currently in the NBA, NFL, and LPGA.
After many years of conference attendees asking for more of what Mark
teaches, he decided to put it all down on paper. Feeding the Media Beast
uses the same Practical, Memorable, and Doable structure as Mark's programs.
Each chapter contains dozens of real-world examples that illustrate
his simple concepts. National experts in marketing and media have praised
the book as a must-read for anyone who deals with the press (or wants
to). Media analysts applaud its candor, readability, and clarity.
Jack Trout, considered to be the greatest marketing mind of our time,
calls Feeding the Media Beast the best book on PR Ive ever
read. Trout is an author of eight of the worlds best-selling
marketing books, among them Positioning; Big Brands, Big Trouble; and
the book widely know as the marketing bibleThe 22
Immutable Laws of Marketing. Trout describes Marks book as, Simple,
direct, and loaded with easy to read truths about handling the Media
Beast. A must read for staying out of trouble.
Any political player in Washington worth his or her salt is familiar
with the work of Brent Bozells Media Research Center. The MRC
is a watchdog group that exposes media bias. Mr. Bozell, who is a frequent
newsmaker himself, knows how dangerous it can be for the unskilled to
feed the beast. Ive seen entire careers made or broken by
one appearance on national television. The secret to success in public
policy is not just publicity but effective publicity. You can spend
$100,000 hiring consultants to teach this to you. Or you can read Mark
Mathiss Feeding the Media Beast.
Author and nationally syndicated columnist Dale Dauten says, This
book embodies what Mathis teaches: its lively, fast, useful, and
personal. As someone on the receiving end of many publicity efforts,
I wish that anyone contacting me would read Marks book first.
Former Capitol Hill correspondent and longtime Dallas news anchor John
Criswell speaks of the books practical and powerful application.
In my 38 years as an anchor, reporter and manager, I have never
read anything that literally takes readers by the hand, and walks them
successfully through the rules of the powerful marketing forces of televisionthat
is, until Feeding the Media Beast.