On Cusp of TCI’s 15-year Anniversary, Newsmaker Discusses Radio’s Evolution

By Debra Zimmerman Murphey

TCI’s History & Philosophy

Fifteen years ago, Maury Tobin took the skills he learned while working on political campaigns and in broadcast media relations and started a Radio Media Tour (RMT) company.

Maury quickly established a rapport with corporations, public relations firms, nonprofits and trade associations. They counted on Tobin Communications, Inc. (TCI) to transition concepts and messages into credible, focused campaigns, establish connections with target audiences, and deliver measurable results. Today, TCI continues to help organizations cut through the clutter so they can provide actionable information on a range of issues – from healthcare, timely news topics and technology, to policy and public education – and to excel with their broader PR efforts as well.

But this is only half of the story. “Success requires fluidity,” says Maury. “While my counterparts were focused mostly on building revenue, I was studying and tweaking what services I could provide. I was tapping digital and online capabilities and exploring the power of podcasting and diverse multimedia platforms. And I discovered that options for one-to-one and mass communication are far greater than they were in the past.”

Because of its ability to embrace trends and evolve as the media and PR landscapes continue to shift, TCI is thriving in a sometimes-tumultuous industry. “I’ve concluded that print will continue to take a hit if it doesn’t adapt, but it’s clear radio will remain a major player because it is a very personal medium,” says Maury. “This is because of the various ways technology ensures that audiences can be reached and relationships built. What will change is how radio programming will be applied and delivered, but the impact of radio will stay formidable. Radio guarantees my clients a part in the conversation.”

Through the years, Maury has worked with a range of high-profile organizations and companies, including AOL, Nissan, pharmaceutical Novartis, the American College of Gastroenterology, The Humane Society of the United States, the Leukemia & Lymphoma Society, the National Wildlife Federation, the U.S. Chamber of Commerce and PR firms Ketchum and Edelman.

Maury has also worked with celebrities and other public figures, such as comedian and Civil Rights activist Dick Gregory, singers Lee Ann Womack and Wynonna Judd, “What Not to Wear” TV fashion guru Stacy London, baseball great Jim Palmer, naturalist David Mizejewski, former NFL players Darrell Green, Spencer Tillman and Tiki Barber, chef Michael Lomonaco, NASCAR driver Jeff Burton, Olympic Gold Medalist and gymnast Shannon Miller, actresses Cheryl Ladd, Debi Mazar and Lynda Carter, “The Galloping Gourmet” Graham Kerr, motivational speaker Tony Robbins, gastroenterologist Dr. Mark Bennett Pochapin (who treated Katie Couric’s husband), AIDS physician Dr. Michael Gottleib (who treated Rock Hudson), astronaut Charles Bolden (now head of NASA), the late political giant Michael Deaver, former U.S. Secretary of Transportation Norman Mineta, former U.S. Secretary of State George Shultz, and former U.S. Congresswoman Susan Molinari.

Maury has an undergraduate degree in public affairs and a master’s degree in public communication from American University.

Debra Zimmerman Murphey is a VP with Tobin Communications, Inc. and a former senior editor of PR NEWS.