Carl Dameron, founder and president of Dameron
Communications, turned 50 years old July
7, 2009. He has been giving his time and talents to the Inland
Empire for almost as long.
Dameron first came to the Inland Empire
as a teenager, when his mother moved him and five siblings from East
St. Louis, Illinois to the Rubidoux
area of Riverside County. He graduated from Rubidoux
High School in 1977, where he
worked on the school newspaper, was captain of the swim team, served in student
government, and as part of the Drama Club, was involved in every play Rubidoux
High School produced during those
years. He also obtained certification as a licensed auto mechanic, welder and
auto body painter in high school.
On Friday nights, when he wasn’t busy with school
activities, he frequently accompanied his sister Kathleen, then a student at
the University of Redlands,
as she produced a jazz show for the university’s KUOR radio station.
He found both his high school newspaper work and the KUOR
radio station especially intriguing.
“I wrote several hard hitting articles for the school
newspaper that pitted me head to head with the school principal, and some
different cliques of the student body. I enjoyed journalism,” he said. “Working
with my sister, I was at the radio station every Friday night. She taught me to
operate some of the equipment and how to write in the logs. She also exposed me
to jazz. I love radio.”
Dameron graduated from California State
Polytechnic University, Pomona
in 1985. He started out double majoring in engineering and communications, two majors
that have very few common course requirements.
While Dameron still values the technical expertise he
obtained as an auto mechanic and an engineering major, as he studied journalism
and built on the foundation that had been laid at the Rubidoux
High School newspaper and University
of Redlands radio station,
communication became his passion.
“I thoroughly enjoyed public relations and advertising
because I got to work in all communications fields and did not have to pick
just one. I enjoyed communications so much that I dropped the engineering major
and completed my degree with a Bachelor of Science in communications.” After
graduation, Dameron searched for a public relations job, but had not
established the necessary contacts to find work in his field. He now recommends
college students build these contacts while working as interns, and has offered
such positions to many Cal Poly Pomona students, as well as students at other Inland
Empire universities and colleges.
His first job was as an assistant manager in Kmart’s automotive department,
which paid well but didn’t allow him to pursue his passion for communications.
After six months he quit there and took a job selling advertising in Beaumont
and Banning for radio stations KOLA and KGUD. He has worked in communications since
then.
“I learned fast,” he said. “My sales manager was tough, he
taught me how to sell and how to close a sale. I really took the job so that I
could write and produce radio commercials.
I thoroughly enjoyed it.”
He also worked as an assistant account manager for Wadsworth
and Associates, an advertising agency in Westminster,
CA, editor of the Black Voice News
newspaper, marketing director for KFROG and KOOJ radio stations, vice president
of communications for real estate developer Dukes-Dukes & Associates and
marketing director for automotive electronics retailer AutoSound.
After he was laid off from AutoSound, he again faced another
frustrating job search. This ultimately led him to form his own advertising and
public relations company, Dameron Communications, in 1989. “In interviews with local agencies we would
discuss their current clients and I would make suggestions for campaigns even
writing commercials and outlining campaign strategies. I was horrified to hear
and see the strategy I developed implemented and they wouldn’t hire me,” he
said. “I decided that if I were good enough
to steal from but not good enough to hire I would start my own agency. I now
have offices in San Bernardino and Newport
Beach.”
The firms former and
current clients include: The Art Institute of California – Inland Empire, California
Home Economics Education Foundation, California Department of Education, Argosy
University/ Inland Empire, Argosy University/Orange County,
Education Management
Corporation, California Portland Cement Company, LaSalle Medical Associates,
The African American Health Initiative, The African American Health Institute
of San Bernardino County, The Inland Empire Diversity Career & Job Fair, Jose
Gonzales for Supervisor, Bill Beatty for Moreno Valley City Council, County of
San Bernardino, County of Riverside, City of Colton, City of San Bernardino,
State of California, The Salvation Army, 909Models.com, the South Coast Air Quality
Management District, and Tri-County South Tobacco Free Coalition.
Dameron quickly became active in the community and as a
member of the existing local Chambers of Commerce. However, as an African-American,
he felt more could be done to promote ethnic businesses in the Inland
Empire.
Thus, he was a founding member of the Inland Empire
African-American Chamber of Commerce shortly after Dameron Communications
opened for business. He’s worked with this chamber for 20 years to promote all African-American
businesses in the Inland Empire, and this year does so as
the organization’s president. “My
aggressive community outreach has left me in a position where I know many
people in the business, non-profit, Asian, Hispanic, African-American,
education, government and regulatory communities,” Dameron said. “This gives me
the ability to be very successful in community relations for clients with
difficult community problems including crisis management.”
Dameron faces the same challenges as many small business
owners, such as balancing the needs of multiple clients, recruiting and
maintaining quality employees, and maintaining a healthy profit. Still, he looks
forward to staying in the public relations and advertising business for years
to come.
“The rewards are great,” he said. “I feel a significant
sense of accomplishment when I help a company survive a crisis situation,
advance the cause of a non-profit origination or help a company sell more
products.”