Power Players in Public Relations and Lobbying

Ben Tulchin, AAPC’s 2022 Pollster of the Year, is the founder and president of Tulchin Research, a polling and strategic consulting firm. Tulchin provides research and consulting services to a wide range of clients across the country including candidates, corporations, government, and nonprofit organizations. He served as the pollster and senior strategist for Eric Adams’s successful campaign for Mayor of New York City and was Senator Bernie Sanders’s pollster for the U.S. Senator’s presidential campaigns.

What influenced you to pursue a career in this field?
I interned for Bill Clinton’s polling firm in the summer of 1992. When I started working, Clinton was in third place and when I left Clinton was in first place, so I saw firsthand the impact polling can have on the outcome of an election.

Do you have any advice for someone interested in a career in public relations or lobbying?
Work on campaigns early in your career, build a political network, and then work hard to leverage that network.

What skills do you think are most useful to succeed in this industry?
The key to PR and lobbying is having strong interpersonal skills, so be sure to treat people with kindness and respect.

Ungar represents public sector unions including numerous public safety groups. Over almost three decades he has represented groups including the Uniformed Firefighters Association and EMS unions at FDNY, NYC Deputy Sheriffs, NYS Nurses Association, Local 246 NYC Mechanics, correction unions in Nassau, Suffolk and Westchester, Dutchess Deputy Sheriffs, Nassau Deputy Sheriffs, Nassau Police Medics Association, Council of Administrators & Supervisors, Organization of Staff Analysts, Uniformed Fire Alarm Dispatchers Benevolent Association, TBTA Superior Officers Association and others.

What influenced you to pursue a career in this field?
I grew up in politics. My dad ran campaigns and was the founder/president of a polling firm. He ran a major political organization based in Queens . I grew up in campaigns and learned common sense, street level politics and thrived on the action. I still do! I wanted to do something that would benefit my City and State. That is why I was attracted to representing people who spend their days and nights serving others.

Do you have any advice for someone interested in a career in public relations or lobbying?
First, get a good education. Get involved in politics and government. Work in campaigns, do internships…learn the business from the ground up.

What skills do you think are most useful to succeed in this industry?
Understanding people and listening skills are super important. Acceptance of diverse points of view is key. In lobbying and PR the ability to be an advocate for your clients is number one and explaining complex topics in plain language is key. We educate legislators and staff on client issues. Our job is to clearly communicate client positions and negotiating support for the causes we represent.

Edward C. Wallace is the co-chairman of Greenberg Trauig’s New York City office. In addition to working as a general corporate adviser to international companies, he lobbies on behalf of many of New York City’s leading developers, represents corporations and non-profit organizations and negotiates and structures economic incentive packages for corporations. In 1981, Wallace was the youngest member of the New York City Council. Recently, he was appointed chairman of the board of directors of the French American Foundation.

Ross M. Wallenstein is the founder and CEO of Wall to Wall Communications, LLC. He is a public affairs and communications professional who combines a 20-year career in both the state and federal government with a history of managing ambitious communications and stakeholder programs for a host of private and public corporations and nonprofit organizations.

What influenced you to pursue a career in this field?
I spent more than 12 years in politics and government at the state and federal levels. I saw how decisions are made and how reputations can be destroyed in a New York minute. After leaving government, I wanted to be both “in the room where it happens” and also use my considerable experience in shaping the narratives that can define an individual, a company, or a brand.

Do you have any advice for someone interested in a career in public relations or lobbying?
Do not begin your career in PR or lobbying. Get a wide range of experience in government, campaigns, or in an industry that will offer you the benefit of later bringing your skill sets to bear for the good of your clients. Put in your time. Learn to absorb everything happening and understand how each piece fits together.

What skills do you think are most useful to succeed in this industry?
Writing. Almost anything else in any field can be learned on the job. However, a PR professional who cannot analyze and synthesize complex issues for the good of the client is not going to succeed for very long unless they can really write well.

David is the co-founder and managing partner of Brown & Weinraub. Prior to establishing the firm, he worked in multiple senior roles in New York state government including serving as director of legislative and intergovernmental affairs for former Governor Mario M. Cuomo – but he credits learning everything he needed to know about people and business to his time working night shifts at Fulton Fish Market every summer throughout college and after law school.

What influenced you to pursue a career in this field?
I enjoy the combination of working with people, doing research, formulating advocacy approaches, and making some money. I saw an opportunity to be my own boss – a big plus. Every day is different and sometimes full of surprises; I seem to thrive on that. It’s a fancy way of saying I have ADHD and made it work.

Do you have any advice for someone interested in a career in public relations or lobbying?
First, get a job; even if you have to work for free at first. Show a hunger to learn and work hard. Second, show a hunger to learn and work hard.

What skills do you think are most useful to succeed in this industry?
Good verbal communication skills and not being afraid to use them is key. Being collaborative and able to handle a few things at once is also essential.

Michael Woloz is the president and CEO of CMW Strategies, a top 10 New York City-based lobbying firm that is in its 35th year of operation. Michael has expanded CMW’s services to include lobbying and strategy for clients in sectors that include corporate, non-profit, culture, tech, real estate and transportation. A longtime environmentalist, he chairs the New York City chapter of the New York League of Conservation Voters.

What influenced you to pursue a career in this field?
I always wanted to celebrate cities and urban culture and after stints in government and journalism, I found advocacy and lobbying to be the most fulfilling avenue to pursue these goals. Of course, it helped that I was embraced into the field by two legends, Marty McLaughlin and Maureen Connelly.

Do you have any advice for someone interested in a career in public relations or lobbying?
Lobbying is about relationships and expertise. It’s about knowing your value to both the client and the elected and appointed officials you are interacting with. Find the best way you can be useful to electeds and indispensable to clients.

What skills do you think are most useful to succeed in this industry?
To be a successful lobbyist, you really need to understand people, read the rooms you’re in, translate tone and provide informed counsel. Writing and communicating are paramount to success in this field.

Joni Yoswein is founder and CEO of Yoswein New York (YNY), a lobbying and government relations firm founded in 1994 and one of the state’s premier boutique public affairs firms. Joni is a former member of the NYS Assembly. Prior to that she served as the chief of staff to the Assembly Speaker and director of communications for the Assembly majority. She was also a former assistant commissioner for the NYC Department of Aging.

What influenced you to pursue a career in this field?
I’ve always understood the important role that the government plays in people’s lives. From the outset of my career I wanted to ensure that it could be efficient, equitable and empowering. I was guided by that principle during nearly 20 years in public service and have built my firm with the same approach. I’m just so proud to now be able to connect our clients with the government in the most effective, and ethical, manner possible.

Do you have any advice for someone interested in a career in public relations or lobbying?
I have shared with young people seeking career advice that it is an extraordinary opportunity to work for an elected official or governmental agency and learn first-hand what it’s like “on the ground.” An effective lobbyist understands how government works from both the inside and the outside and the experience of being in a district office or on the floor of a legislative chamber is invaluable.

What skills do you think are most useful to succeed in this industry?
While basic skills like multitasking, networking and communicating are obviously important, to me the most essential needs in lobbying are ethics and honesty. We have an ethical responsibility not only to our clients, but also to those elected officials and policy makers we are lobbying, and I’ve always believed that it is that foundation which has made me, and YNY, successful over the years.

Marc Zdanow is a seasoned political consultant and CEO of Engage Voters US, a company that provides customized voter data and a range of engagement services to political candidates and organizations. Marc has 20+ years of experience in marketing, networking, social media, campaign solutions, and political communication.

What influenced you to pursue a career in this field?
I love that every client is different. I love that social marketing, data analysis as well as direct engagement are all combined in every effort to effectively meet client needs. There is always more to learn and more to apply to the day-to-day.

Do you have any advice for someone interested in a career in public relations or lobbying?
Keep track of issues that interest you. Follow the progression of these issues and who supports them. In the beginning volunteer and intern to gain as much real world experience as possible.

What skills do you think are most useful to succeed in this industry?
Communication, curiosity, determination and a whole lot of hard work

Brad Gerstman is a leading attorney, lobbyist, and government relations specialist with a diverse background in business, tech, energy, education, real estate, and media. As both a personal donor and successful fundraiser, Brad has built a political career that spans all levels of government and encompasses pertinent figures.

What influenced you to pursue a career in this field?
I started my career as an attorney in the Bronx DA’s office. During that time, I focused on every avenue of the criminal justice system. However, I was also exposed to the world of local politics. After leaving that position, I became increasingly more interested in the political system and how it can be utilized to create meaningful change.

Do you have any advice for someone interested in a career in public relations or lobbying?
To succeed in lobbying you have to have a true interest in policy. That is your foundation. From there I recommend involving yourself in a variety of environments to deepen your knowledge and understanding of the field. Campaigns, government organizations, and lobbying firms are all great places to start.

What skills do you think are most useful to succeed in this industry?
Those in lobbying and public relations often exist as advocates for their clients. For that reason, you must have strong communication skills- both verbal and written. In addition, you should be relatable, trustworthy, and ethical. Your job is to be a voice. So, the more reason you give politicians, community leaders, and members of the media to hear you out, the better off you’ll be.