By     Norman M. Covert  - '61 - of MD)

A business news item out of Philadelphia caught my eye recently, bringing to mind an assignment that took me to Hollywood in 1976. A soldier named Joseph Molina was “on point” as we dove into the world of established stars like Bob Hope and Monty Hall and the whirling dervish of Rock music culture.

Here we are, 35 years later.  National automotive parts and service

company Pep Boys announces it selected JMPR Public Relations, Inc. of Woodland Hills, Calif., as its agency of record. The company got its name from the founder, this same Joseph Molina. His is an American success story.

 JMPR’s 2011 “stable” of clients is impressive, adding Petersen publishing empire’s Motor Trend Automotive Group last summer. It still serves “flagship” client Bentley, plus Bugatti Automobiles, Airstream Trailers, Hurst Performance Vehicles, Meguiar’s Inc., Piaggio Aero, and the Mullin Automotive Museum. More to come!

 Joe founded JMPR, Inc. in 1977. It has survived the economic downtown and is among the respected public relations firms in the nation; an accomplishment for a young man whom the military could never appreciate. He was way ahead of the rest of us, but we didn’t know it.

 Joe, almost 55, was made for Hollywood! He told me several months ago how his dream had come true with JMPR; his family and classic car collection.  I couldn’t help my feeling of paternal pride as we recalled the U. S. Army asking if I could use him on temporary assignment in my division.

  Joe admits on the JMPR website that he’s a dreamer, a fact I picked up on early.

 “Dreaming,” he says, “is an integral part of the service.”

 My first impression was that PFC Joseph Molina would either be the new Don Kirshner in rock music production or a freelance media groupie living by the seat of his pants.  

 Joe enlisted in the Army in 1973 near his Orange County, Calif., home. He was assigned to Fort Monroe, Va., after graduation from the Defense Information School (DINFOS), Ft. Benjamin Harrison, Ind.

 Joe sat down at my desk one morning in 1976, neither of us knowing what

the outcome would be of the working relationship. He was enthusiastic and had a head full of ideas, plus phone contacts in the record industry that soon bombarded us with new vinyl releases, artists’ pictures and copy.

 Our military and civilian staff produced a variety of multi-media soldier information products and we had to determine where Joe’s unorthodox ways could fit on the team.

 His first project was helping me set up a Christmas experience for patients at King’s Daughters Children’s Hospital in Norfolk, Va. He boldly called famous voice characterization star Mel Blanc’s PR firm and shortly afterward I received a call from the star himself.

 Joe’s idea was that Mel’s characters would have a conversation with the kids by speakerphone in the hospital ward. Mel loved the idea, as did Jim Henson of the Muppets who ordered two boxes of character paraphernalia as gifts for the children.

 The talented Mr. Blanc was a joy, calling the hospital ward at the appointed hour “from Hollywood,” interacting as Bugs Bunny, Yosemite Sam, Barney Rubble, Speed Buggy and other voices the children happily recognized. It was a great start for Joe.

 Joe’s stars aligned again when we were tasked to get out the word to all major Army commands on the new enlisted soldiers’ Skill Qualification Test. Joe suggested we go to Hollywood and convince rock music, movie and television stars to do public service announcements. “Yeah,” I said with skepticism, but he was undeterred.

 Command approved the plan virtually on “spec,” doubting we would return with anything on tape. Joe set up tentative dates and times; I wrote scripts, rounded up a mike and professional tape recorder and the Army published our travel orders.

 My reputation depended on a successful mission, a challenge considering we didn’t enjoy much of a budge, Inc.t. The Army committed only to airplane tickets, per diem and whatever expenses could be proved. Joe and I shared a room in a small motel on Sunset Boulevard and watched every penny. It was quite a contrast to the millions being spent on the All-Volunteer Army initiative – billed by N. W. Ayer, Inc.

 Joe negotiated tenaciously by telephone from one end of Hollywood to the other, Wilshire to Sunset and beyond. He knew when to give me the phone.

 Joe first took me to a nondescript door adjacent to the parking lot at CBS Studio City. It led to legendary “Let’s Make a Deal” game-show host Monty Hall’s dressing room. Mr. Hall was friendly and gracious, but most of all a one-take talent on each of the three PSA scripts.

 When challenged by the Universal Studios gate guard a couple days later, Joe glibly talked us through to get us to “The Waltons” star Richard Thomas. That same gate was featured in the finale of Mel Brooks’ zany “Blazing Saddles.”

 Joe made a cold call through the maze of handlers of the rock group “War,” which was enjoying huge success with big hits “Low Rider” and “Why Can’t We Be Friends?” We were treated to a pre-recording session Q&A schmooze. I cued up the tape and lead singer Eric Burdon read one of my scripts.

 The real coup was our double-teaming of warm-hearted Bob Hope at his Toluca Lake home. He liked my three scripts, but wanted to record them alone in his private studio. Bob Hope could do anything he wanted – and he did it for us.

 We came home loaded with reel-to-reel tapes. Comedienne Carol Burnett was unable to meet us, but her assistant took the scripts. The tapes arrived at Fort Monroe a couple weeks later with an additional three by comedian Tim Conway.

 PFC Molina had found his niche. Gen. William E. DePuy couldn’t have been happier with the PSAs. They were a bargain and were distributed by Armed Forces Radio and Television (AFRT).

 Joe built on his Rolodex™ vision and tenacity in starting JMPR, Inc. I learned to never doubt Joseph Molina’s determination to make things happen.

 Pep Boys made the right decision!

Contact Norman Covert at nmcovert77@aol.com 

   WOWZERONI! Thanks so much, Harry and Norm!