Power Players in Public Relations and Lobbying

Sara Marcus is a media strategist who brings her journalism and political expertise to Stu Loeser & Co.’s strategy, philanthropy, and technology teams. Sara applies her background in politics and media to skillfully navigate crises, land high-profile coverage and build media campaigns. Previously, Sara worked at the lobbying firm Kasirer LLC. She also worked as a journalist and web editor at the international newspaper Hamodia, where she was responsible for covering New York City politics.

What influenced you to pursue a career in this field?
Public relations provides an exciting environment for constantly challenging your abilities when it comes to writing, networking and finding common ground on issues with unexpected allies. It allows an opportunity to peek behind the curtain and see how stories come together, and to be a part in making things happen.

Do you have any advice for someone interested in a career in public relations or lobbying?
Get coffee with everyone, and remember everyone’s kids’ names!

What skills do you think are most useful to succeed in this industry?
First and foremost, a voracious interest in following the news cycle, no matter how local. Staying on top of new developments and professional relationships is essential for navigating media and politics. Secondly, be curious about others you might meet personally and professionally! Meeting new people is always a great way to gain new perspectives and learn valuable behind-the-scenes information.

Grace is a senior media strategist in Stu Loeser & Co. Strategy’s tech and corporate communications practice. She developed her passion for media and politics while serving as a production runner for NBC News, digital fellow for Tim Kaine’s 2018 Senate campaign and intern for Let America Vote. Originally from Pittsburgh, Grace graduated from The George Washington University with a degree in political science and journalism.

What influenced you to pursue a career in this field?
The desire to work in a fast-paced environment where no two days are alike.

Do you have any advice for someone interested in a career in public relations or lobbying?
There’s no one path to a career in public relations — anyone interested in storytelling, problem solving and continuous learning can be successful in this industry.

What skills do you think are most useful to succeed in this industry?
Proactivity, reading everything and anything and ditching the Oxford comma.

Michael Oliva has been a premier advisor in politics, business and public affairs for decades. Named “Court Contest King” by NY Daily News, he’s consulted on dozens of judicial campaign victories. With a keen focus on demographic targeting, he has a hard-earned reputation for electing prominent women to office. Michael’s knack for achieving the unexpected has kept him high atop the list for insurgent candidates and aspiring organizations striving to make their mark on history.

What influenced you to pursue a career in this field?
I always wanted to do work that moved the needle, that made a difference. I originally got involved in advocacy campaigns organized around environmental issues. I saw the spirited symbiosis between the law, the media, private industry, the government and energized people who care that is necessary in any successful movement. In many instances, the PR component of change making resonated the most with me.

Do you have any advice for someone interested in a career in public relations or lobbying?
Never forget the artist inside of you. Every productive action is a form of art. Recognize the beauty in all facets of life and you will learn what works in moving people in your direction, or the direction of your client. Pause in the moment more often, absorb what is living and breathing in the environment around you. By slowing down a little you can speed up a lot.

What skills do you think are most useful to succeed in this industry?
The ability to write well and an advanced and creative aesthetic sensibility. There is no question that AI is becoming greatly advanced in both of these mediums, but there is no replacing the humanity essential in creating truly great works of art. Again, the artistic speaks volumes.

Ronnie Oliva has risen atop the call list for clients wanting to penetrate the cacophony of white noise, informational overload and political spin in today’s world of rapid social and legacy media. She became one of the first women in NYC to run her own PR firm, gaining respect throughout the years with marketing firms, corporations, and nonprofits in places including Ghana, Africa; NYC and Long Island, New York; and Jupiter and Palm Beach, Florida.

What influenced you to pursue a career in this field?
My obsession with all things communications, and being a journalist for a number of years first influenced my decision to pursue a career in public relations.

Do you have any advice for someone interested in a career in public relations or lobbying?
Volunteer or intern with a publicist, learn as much as you possibly can, and go for it!

What skills do you think are most useful to succeed in this industry?
Being a good communicator, attention to detail and creativity

Effective Media Strategies (EMS) is a full-service, BIPOC communications and public relations firm. Its founder, Lupe Todd-Medina, has worked nationally within the government and political operative space for more than two decades. EMS works on political and issue campaigns, crisis communications, and strategic management. EMS has worked with many professionals to amplify messages to a variety of audiences and works with government affairs professionals, attorneys and other experts to make complex issues relatable to diverse groups of people.

What influenced you to pursue a career in this field?
I always loved to read current events and writing. In college, a professor suggested I pursue a degree in public communications. This prepared me for an integrated career in marketing, public relations, event planning and activist journalism. Once I saw the first female White House Press Secretary Dee Dee Myers on TV, I wanted to become the first Black White House press secretary. I am so proud of Karine Jean-Pierre for getting to the podium.

Do you have any advice for someone interested in a career in public relations or lobbying?
It should go without saying that lying to journalists is unethical and should be avoided at all costs. Lying to the media will usually backfire because the reporter will obtain the correct information from other sources anyway. Lying or misrepresenting the facts means risking the loss of your credibility, and once trust is lost with the media, it’s extremely difficult – if not impossible – to regain. 

What skills do you think are most useful to succeed in this industry?
The ability to communicate clearly and put those thoughts down on paper is golden. A good publicist pays close attention to detail. The AP Stylebook is a must-read and should be on your bookshelf or a desktop shortcut on your laptop. I’m amazed at how many grammar errors I see in press releases and statements written by PR pros. Finally, I cannot state enough how important it is to be honest with reporters.

Albert Suh is a key figure in the rapidly changing political cadre of New York, helping notch victories for candidates breaking new ground, such as Council Member Shekar Krishnan, Assembly Member Grace Lee, and Assembly Member Steven Raga. His policy expertise and communications skills have made him a key resource for candidates and electeds alike. He is a former prosecutor and a current MPA candidate and he is always seeking opportunities to advance justice, equity, and the public interest.

What influenced you to pursue a career in this field?
I have always been looking to build positive change. I love elevating smart, passionate, and compassionate people into roles of greater impact and helping amplify their message and their work. Every barrier we break, every new path we blaze, is a way of shaping a better, more equitable future for all.

Do you have any advice for someone interested in a career in public relations or lobbying?
Public relations is as much about taking in communications as it is sending out communications. Read, watch, and study effective communication strategies in the real world. Build actual relationships, communicate clearly, and pay attention to the details.

What skills do you think are most useful to succeed in this industry?
It’s important to present a confident, authentic version of yourself that will allow you to build broad relationships that have depth and meaning. That confidence should be built on study and experience, not mere bravado. Authenticity is also a skill that can be practiced and improved upon.

Trip Yang has long been one of the most impactful political operatives in New York, advising many of the most prominent Democratic elected officials and organizations. In 2022, his eponymous political consulting and paid media firm won every single open seat campaign election they were involved in. Trip is also a frequent political commentator and has been quoted in the New York Times, Politico, Crain’s New York, and many other publications.

What influenced you to pursue a career in this field?
I was inspired by the energy and optimism of the Obama years, and interned on the Obama campaign before getting hired as a full time campaign staffer in Iowa. Being part of a winning presidential campaign was very rewarding, but equally important was learning some of the foundational skills of this business, such as establishing genuine relationships with people, and working collectively with a team to accomplish a shared goal.

Do you have any advice for someone interested in a career in public relations or lobbying?
It’s critical to work hard, and invest in meaningful, long-term relationships with people. You don’t need to make it to every happy hour, but you should treasure the relationships you value, and build new ones with people you respect. When you have time, try to check in proactively with people you care about. You should also build concrete, marketable skills, learn from both successes and failures, and project confidence in something you’re good at.

What skills do you think are most useful to succeed in this industry?
Being a strong communicator is key and an essential component of sustaining long term success. You should be clear in your needs and intentions and always be receptive to and understanding of the other party’s wants and concerns. This requires developing emotional intelligence and knowing how to best communicate with someone for any given situation, such as knowing when to be supportive or when to be stern.