Since graduating from the Boston University College of Communications with a degree in Broadcasting and Film, Michael has had over 35 years of executive level management experience in PR, marketing and communications. In addition, Michael brings to the Company over 40 years of writing, editing and production experience.
Michael has had extensive experience directing, supervising and coordinating national, regional and local media, PR and events. He has been directly responsible for placing stories in major broadcast and print outlets, both trade and mainstream media. His efforts have produced hundreds of local and national TV news stories as well as nationwide coverage on such shows as Inside Edition, DATELINE NBC, 20/20, Geraldo Rivera, The Maury Povitch Show, The Jim Lerher News Hour, the Pacifica Network, FOX News, and NPR. He has acted as a catalyst for and/or contributed to stories appearing in The NY Times, The LA Times, USA Today, The Wall Street Journal, Reader's Digest, Redbook, Family Circle, Women's Day, and PARADE Magazine.
From 1974 to 1995 Michael was an independent media consultant and producer, running his own firm - The Bay Production Group. In that capacity he wrote, produced and directed educational and promotional media for corporate and non-profit clients.
In 1995 Michael focused on one client - Citizens for Reliable and Safe Highways (CRASH) – the nation's largest citizen based highway safety advocacy group. He developed their first successful national strategic media awareness campaign that included designing and producing press releases, video news releases, PSAs, training, and promotional videos, press conferences, media events, brochures, web sites, print, radio, TV and outdoor advertising. He was eventually offered the Executive Director's position. In that capacity until 2002, Michael was responsible for fundraising, financial management, staff development, and regular communication with the Board of Directors, Members of Congress, the Administration and state governments. Most importantly he served as a lobbyist in Washington, DC and Sacramento, CA advocating for safety issues, crash victims, survivors and their families.
In addition to his current work with ScippaGroup LLC, Michael holds the position of Director of Public Affairs at Alcohol Justice, the alcohol industry watchdog and sits on the national board of directors of the Foundation to Keep Children Alcohol Free Foundation, and the Marin County Advisory Board on Alcohol and Other Drug Problems.