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METER I-ERZ INTERIORS INC

Diane Fishman, A.S.I.D.

Walter Herz Interiors
350 Pierce Street
Birmingham, Michigan 48011
(313) 647-2100

50 FRIDAY, JANUARY 13, 1989

BUSINESS

Public Relations Agencies
Give Hearty Promotions

STEVEN M. HARTZ

Jewish News Intern

H

anging on a wall in-
side Gary Dembs'
office is a sign which
quotes the Talmud: "He who
contributes to tzedakah, con-
tributes to peace in the
world."
In the last 18 months,
Dembs, founder and president
of The Public Image in
Southfield, has lived by those
words. He says giving people
the opportunity to give is, in
fact, a good deed.
The idea to establish an
agency that only targets non-
profit organizations first
developed when rock singer
Bruce Springsteen performed
in Detroit in 1985.
Dedicating the song, "My
Home Town" to charities all
over the United States,
Springsteen told the sold-out
Silverdome crowd that each
person can do a lot to improve
his own community.
"In 1985, I read that he
(Springsteen) was giving
money to food banks," Dembs
recalled. "I explained to his
fepresentative that I was on
the board of the Food Bank of
Oakland County and asked if
he would be interested in
making a contribution.
Springsteen's representative
said that the Boss would be
real interested, but she never
mentioned anything about
money. She said to pick up
back stage passes at his
hotel."
So, that is exactly what
Dembs did. After the concert,
Springsteen presented him
with a $10,000 check to the
the Food Bank of Oakland
County.
At that time, Dembs was
working for W.B. Donor and
Co., where he had just finish-
ed a project that resulted in
Perry Drug Stores sponsoring
a senior citizen day at the
Detroit Zoo.
"I was tired of pushing the
pickles, pop and pizza and
really wanted to do
something that made more of
an impact," Dembs said. "I
saw that there was a need out
there for non-profit organiza-
tions to have somebody as an
advocate for them, so I decid-
ed to go after that market."
Today, Dembs' credentials
as a non-profit public rela-
tions man include a lengthy
list of organizations such as
the Jewish Community Coun-
cil, Michigan Lupus Founda-
tion, Food Bank of Oakland
County, Holocaust Memorial

Gary Dembs: Promoting the
non-profits.

Center, United Hebrew
Schools, Jewish Historical
Society and Aleynu, an adult
Jewish education program.
He is one of several public
relations associates who enjoy
working for humanitarian
causes, but officials within
the business community say
The Public Image is the only
firm that strictly aims to pro-
mote non-profit
organizations.
"I cater exclusively to non-
profit organizations because
that is where my heart is,"
Dembs said. "My goal is to
make it affordable for non-
profit organizations, so I work
within their budget. The
Michigan Lupus Foundation
is a tiny organization, but I
have been able to work within
their budget so that they can
afford my work," Dembs said.
"I am building with them,
and as they grow, I'll grow
with them."
Dembs has represented the
Food Bank for nearly two
years. His goal is to boost its
visability.
He helps with strategic
planning, which includes
fund-raising and marketing.

"We have benefitted im-
mensely from his work," said
James Macy, executive direc-
tor of the Food Bank of
Oakland County. We are do-
gooders who are not aware of
the ways and means of
creating public attention. The
Oakland County community
is much more aware of our
cause and has come to our
support, raising 72 tons of
food this year, because of
him."
"When I walk out of the
Food Bank and see people
receiving food, it gives me
such a great feeling being

able to make a dent in the
hunger problem," Dembs
said. "There is much more
work to do."
Sidney Lutz, president of .1
Lutz and Associates, a con-
sulting firm in Farmington
Hills, also represents several
non-profit organizations.
"We consult with them,
develop case statements, an-
nual and three and five year
plans, and we also manage
data bases for them," said
Lutz. "We are pretty full-
service to non-profits."
When Lutz first started his
business about 10 years ago,
he decided to help non-profit
organizations at a reduced
rate.
Over the last five years, his
company has built a lengthy
list of non-profit clients in-
cluding: Jewish Family Ser-
vices,
Anti-Defamation
League,
Congregation
Shaarey Zedek, Jewish Com-
munity Center, Michigan
Cancer Foundation and the
Children's Center.
"Obviously, it takes a cer-
tain kind of person to have an
interest in this part of the
business," said Carol Kerr,
manager of special projects
who specifically handles some
non-profit accounts. "I would
have to say it starts back in
your childhood and the prin-
ciples with which you were
raised. I, along with Dr. Lutz,
have always believed that you
have to give something back."
Sheila Sloan also has an in-
terest in non-profit organiza-
tions. Sloan, president of
Sheila Sloan Public Rela-
tions, Inc. in Southfield,
established her company 11 61 4
years ago.
I
However, Sloan's approach
is somewhat different than
Dembs' and Lutz's. She mat-
ches her clients with a non-
profit organization. For exam-
ple, when Sloan began work-
ing for the Riverfront (apart-
ments) in Detroit, she coor-
dinated their grand opening
with a benefit for Children's
Hospital.
Another one of her clients,
Hattie's, sponsored a fashion
show with all proceeds going
to Friends of the Detroit
Public Library.
"We try to have our clients
be good community
members," Sloan said. "I
want to help clients con-
tribute to their community.
Before I take on a new client,
I always ask them if there is
a cause or charity in which
they have an interest. My
clients' openings benefit local
interests or charities."

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