Power Players in Public Relations and Lobbying

Todd S. Shapiro is the president and CEO of Todd Shapiro Associates Public Relations, one of the region’s most well-respected and time-tested public relations firms. After forming the agency that bears his name, Shapiro quickly became known as one of the best names in the business, while also holding the distinction as one of the youngest principals in the trade.Shapiro’s strategic understanding of the media cycle coupled with over 30-years experience has made him among the most trusted names in public relations, crisis management and media relations.

Jon Silvan is founding partner and CEO of Global Strategy Group, which regularly ranks as a top public affairs firm and was recently recognized for the second time as Public Affairs Agency of the Year by PRovoke Media. Jon has guided GSG’s growth for more than two decades from a boutique agency into a leading public affairs, communications, and research firm with an award-winning team of over 150 professionals in eight offices across the U.S.

What influenced you to pursue a career in this field?
When beginning my career, I was fascinated by the far-reaching, important social and political issues that impact everyone. I learned that public relations and lobbying are the perfect ways to jump into the middle of the “big fights” that matter most. Since then, I’ve found that these fields enable me to work closely with like-minded, exciting people – which was compelling to me then as an up-and-coming professional and still today!

Do you have any advice for someone interested in a career in public relations or lobbying?
To succeed in this work, you need to (1) be hyper-disciplined and never take anything for granted, (2) nurture genuine relationships, (3) accept that you’re not going to love every one of your clients, and (4) ensure “perfect” doesn’t become the enemy of “very good.” As a trusted adviser, it’s on you to make things happen for your clients, regardless of any noise, conflicts, or chaos that can obscure the end goal.

What skills do you think are most useful to succeed in this industry?
The core of this industry is concise and compelling communication. As a result, I’ve found that the most successful people can do it all: they’re convincing writers, thoughtful listeners, and strong leaders capable of speaking in front of groups of people. This business is also about building relationships and shaping narratives. With these tools, you can understand clients’ needs, develop comprehensive strategies, and inspire stakeholders and team members to buy in.

Kerri is an expert in communications and media strategy. She assists corporate and nonprofit clients and executives in shaping their public image, influencing public opinion, and navigating crises. As a former television news reporter and communications director at the New York City Department of Education, Kerri excels in crisis communication, coalition management, and leadership transitions. She has been recognized as one of PR News’ Top Women in PR and Insider’s Top Crisis Professionals.

What influenced you to pursue a career in this field?
I’ve always loved storytelling. I started my career working as a television reporter covering New York political and education issues. After a decade, I had the opportunity to go work on the PR side, which to me is storytelling but with a point of view. I think everything I learned working in news, from writing to building trust with sources to meeting deadlines, all prepared me to succeed on behalf of clients.

What skills do you think are most useful to succeed in this industry?
Writing, writing, writing, and… more writing.

Mike boasts 20+ years in communications, politics, and campaign management. He’s a crisis communications expert, campaign manager, and national public affairs leader. Mike previously served as Senator Schumer’s New York communication director. He launched SKDK’s Foundations and Philanthropy practice and has led impactful campaigns, from removing Confederate monuments in New Orleans to national advocacy for child sex abuse survivors. He’s led work for the U.S. Conference of Mayors, Memorial Sloan Kettering, WIN, Hewlett Foundation, and ChargePoint.

What influenced you to pursue a career in this field?
I didn’t grow up with much and as a child, I was very aware of that fact. While there were people along the way that helped lift me up, I’ve always felt like it was my responsibility – it helped me realize I would never be a bystander to anyone else’s challenges and struggles. The work I do is deeply personal. This work allows me to intercede for others and lift them up.

Do you have any advice for someone interested in a career in public relations or lobbying?
Be a director of getting shit done. And approach every task with precision. Think of every angle. Be ready to use every resource at your disposal and be comfortable knowing that you can likely solve the problem you are addressing, not with knowledge of the problem, but the fortitude to know not getting it done isn’t an option. Consider what animates people and drives them to make decisions. Spend some time on a political campaign.

Michael Skelly has more than 20 years of strategic communications and government affairs experience within the public and private sectors. He designs and executes impactful strategic public relations plans, as well as effective marketing and political advertising campaigns. Michael was also the executive producer of several public affairs radio shows. He is a recognized expert in message development, crisis management and earned media. Michael has a MPA from NYU and a B.A. from Bates College.

What influenced you to pursue a career in this field?
Although he passed away when I was very young, I was always impressed by the work ethic and dedication to public service of my paternal grandfather. He was an eighth grade drop out, who left school to support his mother who was left widowed at a young age. With no formal education or training, he began a career in public service, working on the railroad, then entering politics and becoming the chairman of the Susquehanna Democratic Party.

Do you have any advice for someone interested in a career in public relations or lobbying?
My advice is to not be afraid to take risks or to fail. Stay true to yourself and to your moral compass. Work your butt off and embrace the adversity that comes your way. Finally, nurture your professional relationships because public relations, above all else, is all about building and leveraging strong relationships with both your clients and the reporters who cover your clients.

What skills do you think are most useful to succeed in this industry?
First and foremost, your professionalism and reputation are the greatest currency you have in this industry. Always maintain your integrity. Second, be a fierce advocate for your clients, always promoting their victories, while also vigorously defending them in the face of scrutiny and criticism. Learn everything you need to know about your clients’ sectors and show them your dedication and commitment to their success every day.

Sam Haass is a founding partner of Slingshot Strategies. A political operative and strategist, Mr.Haass has more than a decade of experience in elections at all levels as well as with national issue organizations and independent expenditures. With experience on both the most tactical and most strategic sides of politics, he has effectively and successfully managed large campaigns as well as field, finance, advance, and political departments. Mr. Haass holds a degree in international politics and security studies from Georgetown University.

Evan Roth Smith is a campaign consultant and pollster whose work includes federal, state, and local races, international opinion research, as well as independent expenditures and nonprofit advisory. As a founding partner of Slingshot Strategies, he has worked to grow the company from a boutique startup to a major firm with national and international clients. Prior to founding Slingshot, Evan worked on campaigns, in government offices, and for leading pollsters and consultants.

What influenced you to pursue a career in this field?
Politics is the only career I have ever known, starting in high school as a volunteer on local long-shot campaigns. Moving through volunteer roles, internships, campaigns, government, and consulting, I have had the joy of uncovering new avenues to making government work for people, discovering new issue sets that motivate me, and advocating for policy changes that improve lives. Working in politics is an ongoing, everyday choice that continues to be rewarding and enlivening.

Do you have any advice for someone interested in a career in public relations or lobbying?
My first and only piece of advice is to get out there and do electoral campaign work. Elections and campaigns are the bread and butter of political work, and there is no substitute for the lessons you learn, the skills you obtain, and the relationships you build. Direct electoral work is the best, and maybe the only, way to truly understand what voters want and what their priorities are.

What skills do you think are most useful to succeed in this industry?
Be friendly, generous, and kind. Politics is full of people who are none of these things, and anyone who is will stand out and be in high demand. Being diligent and hardworking is important too, and the best way to drive yourself is to join teams of people who motivate you to do your best work for issues and candidates that actually matter to you personally.

Shari is a New York communications leader and works with the c-suite as a trusted partner to execute strategic communications at the complex Fortune-enterprise level through to startups, private equity firms, and other institutions. In her current role with BCW Global, the world’s third-largest PR firm, Shari is vice president of corporate affairs, where she leads executive visibility, speaking engagements, and media relations for c-suite clients and other senior executives and leaders.

What influenced you to pursue a career in this field?
My passion is to tell the right stories to the right audiences and build solid long-term relationships along the way. This job is part lawyer, sociologist, psychologist, and behaviorist, focusing on cultural and regional differences. I get to do all the things I love, all in one role, every day!

Do you have any advice for someone interested in a career in public relations or lobbying?
Don’t be afraid to take risks! I’ve learned over the years to do so, and I can credit some of my great successes to doing so!

What skills do you think are most useful to succeed in this industry?
People skills! As a public relations professional, you must know people, what makes them tick, and what ticks them off! Mastering this skill will be the most beneficial for a career in public relations.