Much of his work focuses on niche publics and minority audiences, as he works on how to build better relationships and communications with such communities. His work also involves how to better measure and evaluate these campaigns and initiatives. The byproducts of this work include a feature documentary, trade and academic publications, and research and strategy memos. He has a PhD in Mass Communication from UNC Chapel Hill, a JD from Michigan State University College of Law and a BFA from Chapman University. His professional background spans from Los Angeles to Dallas to Indianapolis, and had has covered areas such as politics, entertainment, community relations and financial communication.