BILL SPARKES/Acorn Newspapers THROWING OUT THE FIRST BALL-Keith Jajko tosses a waffle ball as Carly Kota, Katie Devereux and Jajko's daughter, Madison, watch at girls' softball training on the fields of Apollo High School in Simi Valley. A communications consultant, Jajko is also a member of the girls' softball board. Youth sports have special meaning for Keith Jajko, a Simi Valley resident who shares his expertise not only with his own children, but with others in the community.

The 39-year-old father of three spends a significant amount of time on ball fields, but he's also a savvy communicator who uses his skills to promote companies, local politicians and nonprofit organizations.

"I met most of my closest friends playing ball in Simi," Jajko said. He didn't pursue a college degree, he said, until a high school baseball coach encouraged him.

Now Jajko is the manager of a girls' softball team and an assistant coach for Santa Susana Boys' Baseball. Both activities enable him to spend more time with his daughter, Katie, 8, and his son, Aaron, 11.

"Santa Su is the league I played in as a youngster growing up in Simi," Jajko said. He had fun, he said, on the field with Scott Radinsky, who eventually pitched for the Dodgers.

But youth sports teach more than sportsmanship. Jajko loves to watch children mature--not just into better ballplayers, but also into well-rounded individuals who learn the importance of dedication, teamwork and friendship.

Jajko also a leads by example and volunteers for several philanthropic groups, including the Boys & Girls Club of Simi Valley, the Moorpark College Foundation, the Simi Valley Friends of the Library and school PTAs.

"I believe very strongly in giving back to my community because this community has given so much to me," he said.

Jajko moved to Simi Valley in 1977 when he was 11. He lives two houses away from his parents, Ted and Kathy Jajko. Jajko also has a 7-year-old daughter, Maddie, who prefers dance and cheerleading as her extracurricular activities.

Although he's a busy entrepreneur, coach and a volunteer, Jajko always tries to make time for his family. "The most important role of a father is to be there, to be available to dedicate time for your kids," Jajko said. He hopes to emulate his own parents, he said.

Jajko also shares many common interests with his wife, Lisa, a full-time mother who also is active as a volunteeer.

"She is a phenomenal, dedicated mother who's very involved with schools and serves the girls' softball board as well," Jajko said.

Lisa also doesn't object to her husband's secret passion, which is punk rock music. "I'm probably the only person who works for a conservative Republican who likes punk music," Lisa said.

Professionally, Jajko works in communications. He's earned the respect of political figures like Ventura County Supervisor Judy Mikels and former state Assemblyman Tony Strickland, among others.

"My job is simple--convey information," said Jajko, who has a journalism degree from Cal State University Northridge with a minor in political science.

As a cub reporter, he first worked for local newspapers. He eventually became a staff writer for the Los Angeles Daily News. Then he worked for Strickland and Mikels as a press secretary and later as chief of staff for Mikels.

Jajko spent time in corporate communications before launching his own communications consulting business. Recent clients include the Simi Valley Town Center and Great American Roofing, among others. He was recently re-hired to work part-time for Mikels' reelection campaign.

"Keith is a very energetic and thorough guy who has good work ethics and a good sense of humor," said Mikels.

Long-time friend and Simi Valley City Councilmember Glenn Becerra said, "Our kids go to school together at Big Springs Elementary, so I get to see Keith as a volunteer in the community--and as a dad." Jajko and his wife are always at school, helping to organize things and improve the campus, Becerra said.

"They get very involved in the community to try to better the life of their kids," Becerra said.

While Jajko was a spokesman for the North Park Village and Nature Preserve project in Moorpark, he also began to spend time serving nonprofit organizations in the neighboring city.

Although North Park was defeated at the polls last month, Jajko will continue to serve on the board of Moorpark Rotary Club.

"Jajko has principles," said Becerra, who had his own concerns about North Park. Becerra added, however, that Jajko wouldn't have represented the project if he didn't believe it would have produced benefits for Moorpark.

Now Jajko plans to launch a regional newswire service called Gold Coast Newswire at www. goldcoastnewswire.com.

The service will enable companies to order media releases online on a regular basis or one at a time.

The site will offer other services, including basic business writing and public relations or public affairs consulting.