( 607) 227-8695 info@prendismo.com

Friedman and Yorio Discuss Hiring and Training Employees

Copyright © Cornell University Play All Videos in Case

Total Case Duration :

  • Date Added : 4/28/2004
  • Clip Duration : 2 min. 43 sec.

Playlists

Please Login to create playlists

Kimberly Yorio

  • Co-founder, YC Media
  • female
  • Caucasian
  • 1968 (Age: 53 years old)
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • Video 1 of 41 in this Case
  • View All Available Videos

Biography

Over the past decade, Kimberly Yorio has forged a reputation as a keen marketer specializing in the development of strategic publicity and promotions campaigns for cookbooks, restaurants, chefs, and other food-related personalities and products.

As the founder of Yorio, Inc., which she ran for three years beginning in 1998, Yorio represented a range of publishers including Hyperion Books, William Morrow & Company, Marlowe & Company, ECW Press, Dorling Kindersley, and Houghton Mifflin. The impressive media placements she secured for them included author appearances on The Today Show, Good Morning America, Emeril Live!, Live! with Regis & Kelly; and CBS This Morning as well as print placements and reviews in national magazines such as Time, Bon Appétit, Food & Wine, People and Entertainment Weekly.

Prior to forming her company, Yorio was Director of Marketing for Artisan Books, an imprint of Workman Publishing, and a publicity consultant for Workman Publishing. In those capacities, she worked with leaders in grassroots publicity and promotion on projects including Sheila Lukins' USA COOKBOOK (40-city tour), the "25 Years of Workman Cookbooks" promotion (25-author, 100-city tour), and tours and special events supporting Barbara Kafka's SOUP, A WAY OF LIFE, and Jeffrey Alford and Naomi Duguid's SEDUCTIONS OF RICE, both of which boasted more than 75,000 copies in print.

Yorio gained her experience in cookbook publishing as Director of Cookbook Marketing/Special Sales Manager for William Morrow where she designed and implemented the marketing and publicity plans for 150 cookbooks representing the full range of cuisine, aimed at all segments of the market. Among the books she successfully promoted were such best sellers as BAKING WITH JULIA by Julia Child and LOUISIANA REAL AND RUSTIC by Emeril Lagasse. She developed catalogs and strategies to promote the Morrow line -both in the book trade and specialty markets.

Prior to working for these publishing companies, Yorio was an Account Executive at Kratz & Company Public Relations representing chefs, restaurants, and food products including Gotham Bar and Grill (Chef Alfred Portale) and Mesa Grill (Chef Bobby Flay). She also worked on large-scale special events including fund-raisers for the Design Industries Foundation for AIDS. Prior to that, Yorio was Director of Marketing at Tihany International, a design firm and restaurant management group responsible for such milestone destination restaurants as Le Cirque 2000 and Jean Georges.

Yorio began her career in publicity and promotion at the Children's Television Workshop where she arranged personal appearances for Sesame Street characters as well as special events for the media.

In 2001, Yorio began seeking a partnership that would complement her talents and client portfolio. She entered into talks with a longtime professional acquaintance, Caitlin Friedman that eventually led to the formation of YC Media.

Well we've realized that the kind of employee that works for us is someone who's self motivated, a little more seasoned and can get results for our business. They sort of appreciate what we want from them. We're not great at taking an employee that's just okay and turning them into somebody great....(Full transcript available to logged in subscribers.).

Register & Subscribe Login

Kimberly Yorio videos

Video 1 of 41 Caitlin Friedman Shares Professional Background
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Caitlin Friedman
  • 1 min. 43 sec.
Video 2 of 41 Kimberly Yorio Shares Professional Background and Importance of Building Experience
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 1 min. 42 sec.
Video 3 of 41 Kimberly Yorio Discusses Early Professional Background
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 37 sec.
Video 4 of 41 Kimberly Yorio Shares Sense of Frustration at Early Jobs
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 0 min. 50 sec.
Video 5 of 41 Kimberly Yorio States Gaining Profesional Experience Helps Establish Your Network
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 21 sec.
Video 6 of 41 Caitlin Friedman Discusses Job Transition and Realization That She Could Sustain Her Own Company
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Caitlin Friedman
  • 1 min. 17 sec.
Video 7 of 41 Friedman and Yorio Discuss Decision to Combine As Partners Instead of Competing
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 1 min. 21 sec.
Video 8 of 41 Friedman and Yorio Discuss First Meeting to Discuss Joining Forces
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 1 min. 31 sec.
Video 9 of 41 Friedman and Yorio Discuss Turning Business Incorporation Mistakes Into A Book - Girl's Guide To Starting Your Own Business
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 1 min. 47 sec.
Video 10 of 41 Friedman and Yorio State YC Media Is A Boutique Public Relations Firm Specializing In Food
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 5 sec.
Video 11 of 41 Friedman and Yorio Discuss Competitive Advantage of YC Media
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 3 min. 24 sec.
Video 12 of 41 Friedman and Yorio Share A Client Experience and Describe the Purpose of a Press Trip
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 38 sec.
Video 13 of 41 Friedman and Yorio States That Lower Cost Also Contributes To Competitive Advantage
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 1 min. 21 sec.
Video 14 of 41 Friedman and Yorio Discusses Fee Structure Within Business
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 3 min. 12 sec.
Video 15 of 41 Kimberly Yorio Discuss Sales and Staff at YC Media and Plans for Future Growth
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 0 min. 53 sec.
Video 16 of 41 Friedman and Yorio Discuss Work-Life Balance and Decision To Keep Business Small
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 29 sec.
Video 17 of 41 Friedman and Yorio Discuss Work-Life Balance With Regards To Social Choices
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 3 sec.
Video 18 of 41 Kimberly Yorio States Challenge of Growing the Company At Expense of Personal Attention They Can Give to Each Client
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 1 min. 15 sec.
Video 19 of 41 Friedman and Yorio State Trust Is Most Critical Element of Partnership
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 12 sec.
Video 20 of 41 Friedman and Yorio Discuss Risk and Balance That Partnership Provides
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 1 min. 47 sec.
Video 21 of 41 Friedman and Yorio State YC Media Was Built From Nothing
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 1 min. 5 sec.
Video 22 of 41 Friedman and Yorio Share Thoughts on Entrepreneurship and Importance of Branding
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 17 sec.
Video 23 of 41 Friedman and Yorio State Having Confidence As Company Grows Have Been Biggest Challenge
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 5 sec.
Video 24 of 41 Friedman and Yorio State Negotiating Fees Is Easier In A Partnership
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 1 min. 41 sec.
Video 25 of 41 Friedman and Yorio Discuss Importance of Keeping Perspective On Importance of PR
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 29 sec.
Video 26 of 41 Friedman and Yorio Share Thoughts On Gender Issues in the Workplace
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 4 min. 1 sec.
Video 27 of 41 Caitlin Friedman Discusses Decision to Write Book On How To Help Women Start Businesses
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Caitlin Friedman
  • 1 min. 1 sec.
Video 28 of 41 Friedman and Yorio Discuss Facing Fears of Book Reviews and Having To Go on The Today Show
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 2 sec.
Video 29 of 41 Friedman and Yorio State Biggest Challenges of Being an Entrepreneur is Handling Responsibility For all The Operational Issues
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 1 sec.
Video 30 of 41 Friedman and Yorio Share Thoughts on Legal Formations and Tax Burdens
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 22 sec.
Video 31 of 41 Friedman and Yorio Discuss Hiring and Training Employees
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 43 sec.
Video 32 of 41 Friedman and Yorio Discuss Challenges of Firing Employees and Difficulty in Dealing With Differing Work Ethics
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 9 sec.
Video 33 of 41 Friedman and Yorio Discuss Keys To Selling
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 3 min. 46 sec.
Video 34 of 41 Friedman and Yorio Discuss How YC Media Name Was Chosen
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 14 sec.
Video 35 of 41 Friedman and Yorio Discuss Challenge of Trying to Build Revenue To Support Future Staffing Model
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 4 min. 14 sec.
Video 36 of 41 Friedman and Yorio State Advantages To Hiring Public Relations Firm
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 54 sec.
Video 37 of 41 Friedman and Yorio Shares Beard Papa Cream Puff Client Example
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 5 min. 45 sec.
Video 38 of 41 Friedman and Yorio Discuss Ethics and Dealing With Television Media
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 25 sec.
Video 39 of 41 Friedman and Yorio Discuss Blind Sports That Executives In the Food Business Have
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 1 min. 16 sec.
Video 40 of 41 Friedman and Yorio Discuss Importance of Establishing Publicity Goals For Product or Company
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 33 sec.
Video 41 of 41 Friedman and Yorio Discuss Working With Famous Personalities
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 1 min. 46 sec.

RELATED VIDEOS

Frank Farwell Discusses Importance of Hiring Good People and Finding a Replacement
  • Frank Farwell - Interview - WinterSilks
  • 4/1/2001
  • Frank Farwell
  • 5 min. 33 sec.
Andrea Michalek Discusses Importance of Hiring Passionate and Talented People - Especially in Beginning
  • Andrea Michalek - Lecture - 1-800-CTO
  • 4/1/2002
  • Andrea Michalek
  • 4 min. 24 sec.
Scott Stewart States He Hires People To Build His Business
  • Scott Stewart - Interview - Stewart-Peterson Advisory Group
  • 12/1/1993
  • Scott Stewart
  • 1 min. 46 sec.
Scott Stewart Discusses Hiring Strategy
  • Scott Stewart - Interview - Stewart-Peterson Advisory Group
  • 12/1/1993
  • Scott Stewart
  • 0 min. 47 sec.
Friedman and Yorio Discuss Hiring and Training Employees
  • Caitlin Friedman & Kimberly Yorio - Interview - YC Media
  • 4/28/2004
  • Kimberly Yorio
  • 2 min. 43 sec.
Rachelle Cracchiolo Discusses Hiring Handicapped Employees
  • Rachelle Cracchiolo & Mary Dupuy Smith - Interview - Teacher Created Materials
  • 4/1/1998
  • Rachelle Cracchiolo
  • 1 min. 17 sec.
Mary Dupuy-Smith States Employee Attitude Is Everything
  • Rachelle Cracchiolo & Mary Dupuy Smith - Interview - Teacher Created Materials
  • 4/1/1998
  • Mary Dupuy-Smith
  • 0 min. 47 sec.
Kevin Gaugush Discusses the Onboarding Process As New Hires Start In A Company
  • Kevin Gaugush - Lecture - Aramark
  • 3/28/2005
  • Kevin Gaugush
  • 2 min. 46 sec.
Kurt Zitzner States Importance of Following The Textbook In Interviewing And Hiring
  • Kurt Zitzner - Interview - Mugzees
  • 2/15/2006
  • Kurt Zitzner
  • 0 min. 32 sec.
Aron Rosenberg States Importance of Hiring The Rock Stars
  • Aron Rosenberg - Interview - SightSpeed
  • 10/26/2006
  • Aron Rosenberg
  • 1 min. 12 sec.