Patricia L. Tobin, public relations pioneer and icon, loses fight with cancer
 
(June 10, 2008) Patricia L. Tobin, a pioneer in media, public relations and community relations, and co-founded the first national organization of African-American PR professionals, died today in Los Angeles following a long struggle against cancer. She was 65.

For 25 years, Tobin administered her unique brand of public relations that focused on building great long-lasting relationships in the black community, corporate America and Hollywood.  A dedicated activist for causes that impacted minorities, women and youth, Tobin created opportunities for underserved consumers and communities that resulted in corporate investment and philanthropic support for a variety of important initiatives.

"Pat was an amazing human being who gave herself so willingly to others.  We had plans to honor her at the 10th Annual National Black Public Relations Society Conference and Career Fair in November and will now have a full celebration of her life at our event," said NBPRS President Wynona Redmond. Tobin was a co-founder of the organization in 1983.

In 1984, after years of working in various positions at CBS television, Tobin decided to take a leave of absence and open her own public relations firm. Her first client was Spike Lee, who hired the agency to publicize what became his first commercial hit file, "She's Gotta Have It."

In 1988, when the Toyota Corporation sought to repair its relationship with African American consumers, Tobin seized the opportunity to educate the automotive giant on the power of the "Black" dollar.  Her efforts began a 20 year relationship with Toyota that resulted in countless community partnerships. 

Whether working with high profile clients like Johnnie Cochran and Spike Lee or supporting nonprofit organizations like the Los Angeles NAACP and Urban League, Tobin's energy and tireless work ethic contributed greatly to the projects success.  Her professional success is overshadowed only by her love and commitment to her family and the encouragement and confidence she instilled in everyone she encountered.

Target Market News named Tobin a 2008 MAAX Award recipient for Public Relations Executive of the Year. The honor will be bestowed posthumously in Chicago on June 30th.

In lieu of flowers, the family requests that donations be made to the following: Pat Tobin Scholarship Fund or Pat Tobin Memorial Fund, 4929 Wilshire Blvd., Suite 245, Los Angeles, CA 90010.  Final arrangements for Patricia L. Tobin are pending.


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