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called Hospitality Consultants, Inc.
He worked with restaurants on menu
planning and helped to lower their
costs. Rosica then went back to
school and graduated from Florida
International University with a
Bachelor's degree in Hospitality
Management. He worked in
marketing for the hotel and restaurant
industry, gaining a solid foundation
that would help him with his future
endeavors.

Christopher's father, John Rosica,
had worked in Public Relations and
Promotions for years. He was
responsible for making entertainers
such as Hall & Oates, David Bowie,
and Jefferson Airplane famous. He
then went to work with Wally Amos
and Famous Amos Cookies.
Christopher's mother, Marilyn, joined
his father and went to work as
Amos's publicist. It was in 1980 that
the couple decided to start their own
PR agency and asked Famous Amos
to be their first client.

The agency grew under the sole
direction of John and Marilyn Rosica
until four years ago, when son
Christopher left his job in marketing
with a technology company. He then
had the honor of taking over the
family business. Chris Rosica says
that it was not an easy transition
because he brought his own set of
ideas and style to the table. Since he
has been with the agency, however,
the company has grown an average
of 40% per year. When Rosica first
came aboard, the agency had five
employees. Currently, there are
fifteen full-time employees and three
part-time publicists.

Now called Rosica Mulhern, Inc.-
Strategic Public Relations, the
agency is number 2 in the state of
New Jersey. Rosica says, "Growth
has been very positive. We have had
to move into larger locations twice
since I have been with the agency.
This is the third location I have been
at in four years."

Rosica and his agency handle
various promotional tasks for their
clients, as well as full-scale PR
campaigns. Rosica's culinary
background compliments his ability
to promote the agency's food
industry clients. Some of these
include Keebler, Uncle Wally's
Muffin Company, Eggland's Best, Big
Bear Supermarkets, and S&H
Greenpoints, formerly S&H
Greenstamps. Other clients of the
agency include Weekly Reader,
Quest Communications, and Revlon.

Rosica Mulhern competes against
the top ten PR agencies in the U.S
and worldwide. What differentiates
the agency from others is that they
penetrate 80% of every market that
they go in to. Thus, the "strategic"
part of the agency's name comes in to
play as clients' stories are told
through as much print and electronic
media as possible.

When a company is looking at a
potential PR agency to work with,
Rosica says that they often look first
at the agency's team. The average
employee in Rosica's agency has
twelve years of experience in PR.
Next, a potential client looks at the
past successes of the agency.
Success is evident with the work
Rosica Mulhern has done for Famous
Amos. Finally, potential clients want
to see top-notch ideas and a
representation of how creative the
agency can be.

Rosica says that landing the S&H
Greenpoints account was probably
one of his agency's greatest
successes and most creative pitches.
For the pitch, one of the employees
agreed to be painted green. The

prospective client was so impressed
that they cut the meeting short and
offered the account to the agency
that very day.

There are a number of other items
that stand out in Rosica's memory.
One of them involved installing a
sign in the cement sidewalk on the
corner of Sunset and Formosa in Los
Angeles. The site was where the first
Famous Amos cookie store opened
twenty-five years ago. The sign
reads "Famous Amos Square. The
mayor and national media attended
the event.

Another of Rosica's more memorable
campaigns was with Arcnet, an
architectural and engineering firm in
New Jersey that gave a new BMW to
each of its employees. The company
saved $600,000 a year by giving cars
to its employees. The company
gained national media coverage on
networks such as CNN.

Rosica says that a typical workday
involves a variety of tasks inlcuding
strategic planning, overseeing
operations, new business
development, client relations, crisis
management, and cause-related
marketing. The last item is one of
Rosica Mulhern's strengths. When
John and Marilyn Rosica were
working for Wally Amos, they
aligned him with Literacy Volunteers
of America. In turn, both entities
were brought to the attention of the
public.

Today, Rosica Mulhern matches
each of its clients with a non-profit
organization for mutual benefit.
Clients are involved with causes for
breast cancer research, hospice care,